LAUNCHING A NEW KIND OF CITY NORTH OF MELBOURNE

CHALLENGE

The requirement was to create a campaign that would lead to this development outperforming the market in Melbourne’s northern growth corridor.

APPROACH

The campaign embraced the wealth of amenity on offer in this benchmark development, with an unwavering focus on the arrival of a new city north of Melbourne. The positioning, ‘Our kind of city’, provided a platform for the campaign – and the launch brochure provided a detailed and powerful story of the Merrifield vision.

RESULTS

The sales and display suite, a key part of the launch, attracted significant media coverage.