Commanding a prime position in one of Australia’s most expensive suburbs, this mixed-use precinct, incorporating a boutique hotel and retail plaza, needed to embody the best in beachside living.
Detailed analysis of the local demographic enabled Hoyne to distil the essence of Bondi Beach into a photographic essay that underpinned the campaign. The approach proved successful in generating registrations, and inspired a cult coffee table book; Bondi Republic, that has come to epitomise the spirit of the suburb. The work that Hoyne did with Bates Smart inspired and informed the retail offer, which has since launched with enormous success.
During the weekend launch of our strategic marketing campaign, a staggering 55% of the apartments sold even though apartments were priced at record high levels.