Mirvac | Tullamore
From country estate to renowned golf course, Tullamore has played a significant role in Doncaster for over 160 years.
Services
- Place Branding
- Property Marketing
CHALLENGE
Now being developed into a unique 800-home residential community by Mirvac, the 47-hectare project needed a strong identity that would reflect the significance and elegance that the new development will encompass.
APPROACH
The campaign leveraged the exceptional natural surrounds, prestige golf club setting and premium product – positioning Tullamore as an urban sanctuary. The identity is distinct but understated; an elegant monogram that draws from the site’s heritage, supported by powerful landscape imagery. After a two-day launch, all 195 properties from the first release were sold.
RESULTS
Mirvac secured more than $160 million in sales from the launch and now have plans to fast-track the second-stage release.
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