THE NORTH'S PRINCIPAL ADDRESS

CHALLENGE

Comprising 162 one-, two- and three-bedroom apartments, and two penthouses, over 15 levels – this development makes a definitive statement in urban luxury and tailored living. With a high volume of emerging local and CBD competition, a campaign was required to distinguish this development as a more prominent and prestigious product in the Melbourne luxury market.

APPROACH

The name, The Principal, was inspired by the iconic architecture and the coveted location in a historic pocket of Melbourne’s esteemed academic heart. The campaign highlighted the personalised and discreet concierge and lifestyle services to position this as the foremost address for those with an active, busy lifestyle.

RESULTS

The aspirational campaign successfully appealed to both local and offshore markets and ensured The Principal’s position among the highest ranks of Melbourne’s new developments.