Sharing a new perspective from Frasers Property

Challenge

A rebrand back in 2015 was a new start for Frasers Property. However, the awareness of the business’ continued significant contribution to Australia’s diverse development landscape had waned amongst industry professionals. Our challenge was to reinforce Frasers Property as one of Australia’s leading players in diversified property development.

Approach

Targeting property industry peers, as well as government and finance decision-makers, Hoyne created Frasers Perspective — a thought-leadership hub and online portal that enabled a thematic showcase of Frasers Property’s extensive expertise and value. Hosting articles, a podcast, video, infographics and opinion pieces, Frasers Perspective provided a platform to inform and engage audiences with quarterly themes based on industry sectors and topics. The portal and themes were advertised across digital, social and press through targeted media buys. Campaign creative focused on bringing Frasers Property experience front and centre with an emphasis on Frasers Property experts and insights.

Results

Frasers Perspective has provided the Frasers Property team of passionate industry experts a voice and an evergreen platform for thought-leadership content.