Evoking the Australian Summer
Evoking the Australian Summer
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.
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, the campaign website 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.
The sky has no limit
With project interest increasing, a single-minded marketing campaign for levels 31 and above that targeted high net worth individuals was developed. These larger residences were marketed as the Daylight Sky Home Collection. Amongst these residences was Australia’s largest full floor residential apartment.
A project name, campaign positioning and product brand architecture which aligned these offerings with the broader project was required.
Evoking premium cues and a restrained approach reflective of high end luxury brands, the campaign reinforced the calibre of apartments on offer. This targeted campaign helped created a halo effect for the lower levels to potential buyers, increased project interest and generated strong sales results.
Truely one of a kind
The full floor Panoramic Sky Home located on level 39 offers uninterrupted 360 degree views of Gold Coast and hinterland and represents the pinnacle of the Chevron One Residences product offering.
A stand-alone campaign targeting high-net-worth individuals, expatriates and a broader international audience was launched through carefully selected channels. This limited edition offering was presented as something truely one-of-a-kind, framed by views only on offer to the resident.
Scarcity Creates Desire
Frank Ehrenberg, Principal & Regional Director of Marchese Partners was commissioned to illustrate his vision for the project. This linear artwork was then produced as a high quality artist print, signed and included within the limited number of linen bound boxed collateral.
Additionally, commissioned photographic images of gradient sunsets from the specific height and vantage offered were presented as abstract artworks throughout the marketing communications.
“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.”
Chevron One has secured the highest price per sqm for an apartment on the Gold Coast.
The $9 million sale of a level 38 apartment transacted at $25,000 per sqm, topping the previous record of $24,725 per sqm.