Docklands is fast becoming the commercial heart of Melbourne and Lend Lease required a strategy that flew in the face of the status quo for 888 Collins St. The campaign for 888 plays to, and celebrates, Docklands' strengths and is designed to appeal to a sophisticated offshore market.
888 Collins St was positioned as a prestigious commercial, waterfront community with a scale of space, design, green escapes and amenities no longer possible in congested Asian precincts.
888 Collins St changed the game in terms of the sales and marketing approach for Lendlease apartment projects. The brand and campaign strategy was a bold and gutsy move which has, and will continue, to pay off for the business.