— The Client

Riverlee is one of Australia’s most renowned, respected and innovative private property developers. Known for their attention to detail and the delivery of exceptional quality outcomes, Riverlee has stood the test of time across an unforgiving property landscape due to its commitment to urban renewal, design and quality.

  • Property
  • Brand & Partnership Activation
  • Content Marketing
  • Public Relations

— The Situation

Greenpoint have worked alongside Riverlee during a key period for the corporate identity of the brand, during the transition into a new era of leadership, as well as launching one of Melbourne’s most iconic new precincts, Seafarers at Northbank.


— The Solution

Appointed to manage the corporate PR for Riverlee, as well as the campaign strategy for the launch of the Seafarers precinct and all active projects, the Greenpoint offering spans across all communications efforts for the Riverlee brand, guiding them through the transition period from an under the radar over-achiever into a more prominent voice within their industry. 

— What did we deliver?

Public Relations:
Defining a strategy for ongoing communications and positioning for the Riverlee corporate brand as it evolves, as well as providing detailed and creative launch strategies for key Riverlee projects.

Content Marketing:
Rejuvenating the Riverlee social media and other owned channels in order to reflect their new direction and capturing the essence of the brand.

Brand Partnerships and Activation:
Creating and delivering significant brand partnership campaigns at both the corporate and project level.

— Results:

PR Black
Public Relations

15 million - Combined Estimated Reached

Ongoing facilitation and awareness surrounding brand history and future vision

Brand Activation

Multiple brand partnerships aligning to brand values developed


— Summary

Over the campaign period, Greenpoint has significantly increased the industry and consumer presence for Riverlee across our key campaign deliverables. 

Becoming the trusted partner for Riverlee, Greenpoint is involved in communications strategy across the entire portfolio, with several key highlights including mainstream and national press coverage for major announcements, the coordination of highly successful activations, including the highly covered sustainability and tulip activation with Joost Bakker, and the reshaping of an entire dormant precinct into the newest hot spot in Melbourne.

Into the future, our campaign aims to continue to evolve with Riverlee and to ensure the brand, its projects and partnerships reflect its new vision for the future and remain front of mind for both potential purchasers and industry partners.

Client: Riverlee
Website: Riverlee

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iPantry by Jolly Miller Group

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