INTERNATIONAL BRIGHTON
Strategic Media Campaign
DEVELOPING AN INTEGRATED MEDIA CAMPAIGN TO GENERATE BUYER INTEREST
The International Brighton is an exclusive five-storey residential development in the prestigious suburb of Brighton, Melbourne. To generate interest in market and attract potential buyers, Neue Media developed a comprehensive media strategy using helix persona data to identify specific segments of the target audience.
The ROI stage was designed to run for three months, during which the campaign strategy focused on raising awareness around the development. Neue Media worked with both the local and national newspaper, magazine and online publications to secure prime media placements. In addition to the press ads, social media platforms, search, display and geo-targeted advertising were used to enhance the reach and target potential buyers who were in-market, searching for luxury apartments in Melbourne. This helped increase the visibility of The International Brighton among potential buyers.
The team launched the campaign after three months of the ROI stage with a full media campaign which included more press ads, google and social activities, outdoor, direct mail, Cinema as well as placements on all property platforms. This helped generate significant interest in the development from potential buyers.
Overall, the integrated media approach used by the team to generate buzz around the development was highly effective. By utilising a range of media channels, we were able to reach a wide audience of potential buyers.
Results
85% of the development sold out following the successful launch
Media Buying & Planning
Neue Media leveraged its comprehensive media strategy to target specific audience segments and prime media placements to achieve objectives and generate leads.
