The top end of the property market won’t be marketed to knowingly. Affluent purchasers are more driven by their own networks and the highly respected journalists they follow (who despise PR practitioners!).
To get the top echelon of Melburnians to consider calling luxury property The Eastbourne by Mirvac their home, we had to influence the influencers.
We created a series of exclusive events for Melbourne’s most influential in business: friends of ours, Bastion board members, clients and contacts.
We then tapped on the shoulders of some of the best journalists to ensure the titles our movers and shakers read, had The Eastbourne in their pages.
Did we mention we brought the building’s exclusive penthouse purchaser experience to life for our special journalists – a chauffeured Bentley, private appointment, Sofitel hospitality, in order to stand out?
When completed, The Eastbourne will be one of the most prestigious buildings in Melbourne. The launch campaign helped drive incredible demand for the project, with $300 million in sales contracted over opening weekend. Top tier media including the Australian Financial Review, 3AW, Domain and TV news were all talking about The Eastbourne – in addition to our high net worth friends.
WE ARE PART OF BASTION COLLECTIVE
Bastion Collective is the largest independent communications agency in Australia. We exist to be the Bastion of Australian Ingenuity. Our integrated agency network allows us to deliver simple, original and resourceful communications solutions to our clients' complex problems. Bastion Collective clients can use us for one specialist service or our entire integrated offering, delivered through one central point of contact. We do this all to help our clients create, grow, measure and protect their businesses.