A new vision of The Gold Coast

Challenge 

As Little Project’s first entry into the Queensland market, this was a legacy project that would set the standard for all their future developments. The campaign had to overcome the negative perceptions of the Gold Coast area as Australia’s Las Vegas, and Broadbeach’s associations with the slightly seedy nearby Surfers Paradise. 

Approach

Signature, as the name suggests, embodies the distinct character of Broadbeach lifestyle and its status of a legacy project that flies the flag for Little Projects. The campaign successfully painted a new vision of the Gold Coast, reframing the location as a sophisticated lifestyle destination. 

Results

Following a successful launch in late 2017, Signature’s sales remain strong with high numbers of enquiries from our target market of owner-occupiers.