MELBOURNE SQUARE

STRATEGIC MEDIA PLACEMENT DRIVING SALES OUTCOMES

Melbourne Square is the largest infill site in Melbourne, comprised of over 25,000m2 of land, 3,500 apartments across 4 stages, a major commercial office building, a 450 room 5-star hotel and a shopping centre with the first split level full-size Woolworths. It’s the only project of its scale which has maintained sales via a retail advertising campaign throughout the soft market launch period in Melbourne.

The first stage was the launch of the master brand. Being such a pivotal Melbourne project, brand awareness and place-making was critical to the success of the initial stage sales. Neue Media developed a media strategy focused on content marketing and high-impact executions across Print and Digital. Premium press titles such as AFR and Qantas enabled us to communicate the luxury brand to high net worth buyers. Key billboards around the area assisted in driving drive foot traffic into the display suite.

With sound learnings from the previous stages’ data & insights, we were able to refine the strategy and deliver a highly targeted campaign for Stages 2 and 3, which sold out quickly off the back of the initial stage.

Stage 4 of the project is currently in market. Neue Media have developed a highly competitive digital strategy, given the extensive data and audience insights gathered from the earlier stages. This is resulting in an extremely targeted, cost-effective campaign for CBRE and OSK Property.