The William

HENGYI

Reinventing a commercial CBD location to create new residential.

Hengyi The William Essentially Melbourne Brochure by Hoyne Design
Hengyi The William Essentially Melbourne Brochure by Hoyne Design
Hengyi The William Essentially Melbourne Brochure by Hoyne Design

Chinese developer Hengyi approached Hoyne to market its debut Australian project. Two towers, previously owned by Telstra, were transformed into 470 apartments. Located in the heart of Melbourne’s CBD, amongst the traditionally stoic legal district, a campaign was required that would associate the development with the city’s vibrant pockets.

 

The campaign positioned the project as ‘Essentially Melbourne’, and using social media and traditional marketing channels, aligned the development with Melbourne’s fashion, art, cuisine and laneway culture. A hotel-style living proposition is inferred by the project’s name The William.

Hengyi The William Essentially Melbourne University Image by Hoyne Design
Hengyi The William Essentially Melbourne Building Image by Hoyne Design
Hengyi The William Essentially Melbourne Ipad Image by Hoyne Design
Hengyi The William Essentially Melbourne Ipad Image by Hoyne Design
Hengyi The William Essentially Melbourne Cards by Hoyne Design

Hoyne concluded its work on the campaign in July 2012, following a launch that achieved sales of 33% of all stock.