Long’s Lane Heritage Terraces

Not many people want to live in an old house—unless it’s part of something truly special. Long’s Lane is a laneway precinct of 18 heritage terraces tucked into the heart of The Rocks of Sydney. Dating back to the early days of the city, these homes were restored and released for public sale for the first time in over 50 years. Hoyne was engaged to create the precinct brand and sales campaign, crafting a narrative that honoured the legacy of Long’s Lane while positioning it as a truly one-of-a-kind opportunity. While amplifying the rarity and historical significance of each residence, our strategic platform of ‘New life, rare history’ ensured that modern comforts and lifestyle appeal came through in equal measure for today’s buyers. The result was a distinctive campaign that brought contemporary character and vintage charm to life across every touchpoint — including an old-school newspaper to read all about it.