A first of its kind, this development (launched in 2007) comprised of 17 luxury apartments, priced at around $3.5 million each. Targeted at the baby boomer apartment market, 401 St Kilda Road was offering spacious living, close to the action of the CBD. It needed a campaign that reflected the quality of the development and the discerning tastes of the audience.
‘Worth every million’ was the audacious and confident positioning statement presented to the market. Understanding the financially astute target audience, Hoyne applied a ‘less is more’ approach to all marketing collateral. High design and production standards were employed to reflect the prestige and quality of the project’s architecture.
Hoyne’s campaign for 401 St Kilda Road set a benchmark in luxury apartment marketing for years to come.