Chevron One
Evoking the Australian Summer
Chevron One
Evoking the Australian Summer
Challenge
Chevron One is a Gold Coast based property development of 41 levels comprising 238 residential apartments overlooking Surfers Paradise and the Hinterland. Bensons Property Group required a fully integrated campaign to take the project to market, drive enquiry, sales suite visitation and ultimately sales.
With the campaign name Chevron One established, a differentiated campaign that directly spoke to the target audience and provided market cut-through was required.
Solution
Located on Chevron Island, set back from Surfers Paradise and featuring enviable amenities, a campaign approach that positioned the project as a world class international resort-style club was adopted.
Lifestyle photography from Sean Fennessy was commissioned which helped reflect the offered lifestyle in a distinctive yet understated way.
Marketing brochures and sales collateral also reinforced premium cues through tactile materiality and embellishments.
Furthermore, with COVID restricting international travel, a dedicated Melbourne based display suite was launched in order to attract interstate investors, retirees and those looking for a holiday home.
Evoking the Australian summer
The dedicated sales display awakened the buyers’ senses through sight and sound presenting an idyllic image of a Gold Coast summer holiday. An enclosed glass area fronting the high passing traffic was filled with sand and projected footage of the Surfers Paradise beach while displaying the current Gold Coast temperature. Additionally, a custom made reception desk manufactured in undulating reflective metal referenced the ebb and flow of the Gold Coast shoreline.
Designated zoning was used strategically to influence both the way people navigated through the space and the overall customer experience. In addition, large interactive display screens provided a virtual representation of the sweeping views on offer.
“Through a strong marketing campaign and dedicated Melbourne display, Self-titled have successfully communicated Chevron One’s point of difference to local and interstate audiences in a very compelling way.”
Results
With international COVID travel restrictions in place for the foreseeable future, project interest from local and interstate investors and retirees has been high. This interest has been further heightened through the opening of the dedicated Melbourne display suite which has highlighted the project to a broader audience.
Lifestyle Photography by Sean Fennessy
Display Suite Photography by Lynton Crabb
