THE GAME-CHANGER

PROJECT

Docklands is fast becoming the commercial heart of Melbourne. Lend Lease required a strategy that flew in the face of the status quo for 888 Collins St.

APPROACH

The campaign for 888 plays on and celebrates Docklands’ strengths. It is designed to appeal to a sophisticated offshore market. The development was positioned as a prestigious commercial waterfront community with covetable space, design, green escapes and amenity that is rare in today’s market.

RESULTS

Nimai Horton, State Marketing Manager for Lendlease commented that: “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.”