A Case Study for Gamuda Land Australia’s New Major South Melbourne Development

Amidst the dynamic landscape of today’s property market, launching a project demands developers to forge meaningful connections with a wide-spanning audience, necessitating a masterful campaign that ignites a wave of anticipation and excitement.

Recent REA research* shows that the customer-buyer journey is 18 months long for Victorian apartments from awareness to conversion. This indicates that developers should be engaging with customers at all stages of the journey to remain front of mind and contribute to the decision-making process in those 18 months.

Executing a multi-channel strategy requires an understanding of where and how customers consume information to then connect to those audiences across each of those touchpoints, with the end intention of capturing leads and generating sales.

It is never a one-size-fits-all approach when it comes to launching a project. Not only does each platform require bespoke content to generate the best results

To launch Gamuda Land Australia’s latest community development, The Canopy on Normanby, Neue Media created a wide campaign across social media channels, advertising, PR media, and an event activation onsite.

The Canopy on Normanby is set to introduce world-class innovations in sustainability and biophilic design principles, underpinned by the company’s values of listening to the land and respecting the existing natural landscape. The site will be home to Melbourne’s first Miyawaki Forest as part of a new 3000 sqm public park that will permanently close neighbouring Johnston Street in South Melbourne.

Public Relations

Highlighting the key sustainable features of the project, Neue Media were able to secure coverage across mainstream, property and lifestyle media channels. Working with some of Melbourne’s top media outlets, we saw coverage achieved across top-tier media outlets with extensive online and print readerships.

Results:

Print reach over 1.2 million
Online reach over 11 million
Coverage in top tier media outlets including:

Social Media

To achieve broad awareness and build a social audience leading up to the launch, we partnered with Mornington’s newest wellness offering, Alba Thermal Springs & Spa which closely aligns with Gamuda Land’s own values. For this, we created an online giveaway offering a $1000 spa package. Our team were also responsible for the creation and curation of content across all social channels throughout the campaign.

Results:

1000% growth in followers from the month prior
10,059 reach on the competition post with Alba Thermal Springs & Spa
A 412% increase in Instagram followers over an 8-month period

Screen Shot 2023-02-16 at 2.31.21 pm copy.png

Media

A fully integrated paid media campaign for The Canopy on Normanby was activated and managed by Neue Media across press ads, SEM, programmatic, content marketing, digital ads and social ads.

Results:

500+ leads delivered in the first month of the project launch campaign

Launch Event

Hosted at the project’s South Melbourne display suite, our team took an indoor/outdoor approach, highlighting the project’s aim to reconnect residents to nature through the incorporation of native Australian flora. Guests were welcomed to the site with a cascading green Arbor enticing them to walk through the lush foliage, introducing them to the values of the project, while carefully positioned mature native trees were dotted throughout the site to attribute to the overall ambience.