Yarra One

Yarra One is the first Melbourne project from the acclaimed Malaysia-based developer Eco World. Designed by the award-winning Fender Katsalidis, the building commands a grand presence on the skyline while complementing the character of South Yarra.

Challenge

Support the launch of Yarra One; position the project as a unique real estate opportunity set to deliver a new level of design and amenity to South Yarra; differentiate the project from competing projects in the area; overcome negative perception of the Forrest Hill precinct among media and prospective buyers; build the reputation of Eco World with their first Australian project.

Solution

An integrated marketing and communications strategy anchored by the three positioning points of live, relax and entertain.


Execution

Our campaign included media outreach to property, design and lifestyle outlets; content marketing across key real estate platforms; corporate communications; a launch event with bi-monthly events and site activations; activation of influencers and partner business in South Yarra to promote the project and host site activations; use of architects at events and in media opportunities; and the establishment of an Instagram account with organic and paid content profiling Yarra One and the local area to prospective buyers.

Results

The project has experienced strong sales, with the campaign garnering 47 pieces of coverage in tier-one property, architecture, design and lifestyle publications – with a potential audience reach of 8 million, including a feature on the front cover of Domain. Our event collaborations drew more than 2,000 prospective purchasers to site.


Services

Strategy;
Community consultation;
Stakeholder management;
Event management;
Media relations;
Copywriting;
Content marketing;
Online communications; and
Social media management.