122 Roseneath St.

Communications Collective’s longstanding media relations and event planning skills see 53 of 65 available apartments and townhouses sold within 12 hours.

Background

122 Roseneath St. is the first major collaboration by development partners Wulff Projects, ICON Developments and Assemble. We were engaged to create a full-service campaign: setting strategic direction, earning media coverage, planning an event series and building corporate profile and trust for the client brand.

Strategy

Our strategy centred on 122 Roseneath St.’s positioning as an active, engaged community. The campaign began with community consultation among both neighbours and potential buyers, which involved comprehensive design presentations and surveys. This resulted in a significant reduction in lodged objections and created emotional buy-in among the purchaser segment, which led directly to strong sales.

A month-long site activation, named the Brutalist Block Party for the site’s architectural heritage and which included a pop-up restaurant and community market, drove buyer engagement. A concerted media strategy around the activation captured attention, leading to strong editorial coverage.

Outcomes

The strategy led directly to extremely strong sales for 122 Roseneath St., saving the developers a costly advertising spend. As a result, 53 of the 65 available dwellings were purchased on the first day of sales.

The campaign also neutralised objections and earned widespread positive coverage in tier-one media. Communication Collective’s efforts led to 122 Roseneath St. receiving 43 significant pieces of coverage.

Services provided

Strategy
Community consultation
Stakeholder management
Event management
Media relations
Copy writing
Online communications
Social media management