CC developed a full-service campaign for 122 Roseneath Street: setting strategic direction, earning media coverage, planning and activating events, and building corporate profiles.
Media outreach targeted key outlets for campaigns; onsite media presentations, in particular, yielding top-tier editorial coverage across EGN, design and lifestyle media. The Brutalist Block Party, a month- long site activation that featured a pop-up restaurant and farmer’s market, further generated buyer and community engagement. The Brutalist Block Party was built upon a dynamic program of events including architectural talks, workshops, produce market, a ping-pong competition and a pop-up restaurant. CC worked collaboratively with Open House Melbourne, leveraging its reach to promote the site activation.
A media campaign was developed and addressed to segmented groups targeting lifestyle, hospitality, architecture and design outcomes, while tier-one media and key stakeholders were strategically invited to the program.
With 82 per cent of available dwellings purchased on the first day of sales, and over 58 articles across top-tier media secured, our 122 Roseneath Street campaign was a resounding success. All remaining apartments were sold within 10 days of launch, saving the developers costly advertising spend and contributing to the widespread positive reception of the project.