— Summary
Overall the campaign was a huge success, delivering on objectives with key media highlights including securing international and national coverage for Pine Ave within Dezeen, Wallpaper*, Domino and Architectural Digest.
The right ANGLE
— The Client
ANGLE is a Melbourne based property developer with a difference. Young and fun, they are known for their ‘like minds’ approach, meaning their project teams are as individual as the property they are constructing.
Understanding that their job is about creating spaces for people to live in, they have learnt from those before them, placing a focus on liveability. This means including design-led spaces for entertaining and relaxing, areas of storage for things that make up and take up life and choosing locations where everything is within walking distance.
Category
- —Property
Services
- —Public Relations
— The Situation
GPM was engaged by ANGLE to manage an ongoing campaign that promoted the launch of two of their newest developments – TATE and Fenwick – while also championing the visionary design of completed projects Pine Ave and Maple.
As a relatively new player in the property industry, GPM was tasked with not only generating organic press coverage across the property and lifestyle sectors for these projects, but also raising the ANGLE brand profile.
To do this it was imperative to creating unique media angles that would generate cut through in an already crowded market of larger, established developers.
— The Solution
In order to roll out a successful campaign, GPM focused on public relations as the key driver, creating a range media angles/releases to deliver editorial content in the following sectors; property and real estate, design and architecture and lifestyle. In doing so, GPM worked to the following objectives:
Project awareness –
Continue to build recognition of ANGLE and its projects both in the media and within the target demographic, driving interest and enquiry
Community Engagement –
Show existing residents that the developments are aligned with their community values
Brand positioning –
Position ANGLE as a developer with a difference, one that pushes the envelope when it comes to design and development
Transcending property –
Lift the projects and the ANGLE brand out of just the property pages and into the lifestyle and community spaces
— What did we deliver?
Leveraging key project messages and differentiators that make ANGLE stand out, GPM rolled out a campaign that amplified each project and engaged purchasers.
Covering two project launches and the design of two complete projects, GPM worked with ANGLE to identify a targeted demographic, which heavily influenced the overall PR approach. This audience included:
- Premium, high-end property purchasers – both local and international buyers
- Downsizers / empty nesters
- Young professionals who are financially comfortable
- Local owner-occupiers looking for a change
- Individuals who value good design
Across all projects (completed and recently launched) it was also vital to communicate with neighbouring residents that these developments will add to the suburb, rather than detract, and would have no impact on their own home.
With the above in mind, a number of press angles were established including the following:
Fenwick – How Fenwick is set to create the next generation within Kew’s heritage of iconic design
TATE – Gain access to Kew’s exclusive Sackville Ward in one-of-a-kind townhouse project
Pine Ave – Quintessentially Elwood, Pine Ave perfectly imbues the suburb’s effortless combination of beachside luxe and Art Deco essence
Maple – An award winning design and sell out success by ANGLE
— Results:
Public Relations
24,189,894 - Combined Estimated Reached
39 pieces of coverage
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