354 Bowden

Proposal

The Press Gallery and Metric are engaged by joint venture partners, Development & Advisory and Buildtec Group, to assist with the branding, positioning and launch and sale of the largest apartment project – 354 Bowden – in Renewal SA’s flagship urban renewal project. 354 Bowden is the largest development in the newly gentrified Bowden, offering more than 200 apartments over five stages.

Scope

The significant nature of the 354 Bowden project, featuring four separate buildings boasting more than 200 apartments/townhouses/sky lofts, required a targeted communications and marketing strategy incorporating everything from events to brand creation and collateral and traditional public relations. Metric was initially engaged to undertake the branding and positioning creative for this project in 2015. After the completion of a hierarchy of brands, as well as a strategic review of the product and launch phases for the project, Metric was engaged on a retainer arrangement to execute the creative and strategy, which has since been renewed a number of times. The Press Gallery has, likewise, been engaged on retainer since 2015, with the project requiring a digital strategy, traditional public relations strategy, copy writing, event coordination, speech writing and stakeholder engagement to ensure that the precinct becomes the number one destination in Bowden.

Results

The Press Gallery and Metric have successfully launched the first stage of the 354 Bowden project and the project has seen strong sales. This involved working with the developers and wider project team to launch the complex project. The strong collaborative approach, with a clear proactive method to driving outcomes has ensured the smooth roll out of the strategy.

The Press Gallery has utilised social media as part of its overarching strategy to build a sense of excitement and hype on both Facebook and Instagram. During the initial pre-sales phase for the first building, The Press Gallery also created innovative and bespoke events to tease interest through social channels and mainstream media to heighten space activation.

To date, this has included a bespoke shopping tour for 12 digital influencers to showcase Bowden and the immediate neighbourhood; the production of several social media videos and ad campaigns; and the running and management of two social media competitions to attract people to join the database, known as the VIP List. These activities, coupled with the traditional elements such as mainstream coverage in The Advertiser, The Messenger and The City Mag has led to a tripling of registrations on the database. As the project progresses, The Press Gallery will further implement a mainstream media campaign, which will utilise traditional publicity channels, to raise awareness about the retail brands which will be incorporated into the ground-floor tenancies of the project.

Services provided:

  •         PR, media, communication, and publications
  •         Social media
  •         Stakeholder  engagement
  •         Crisis and issues communication
  •         Event management
  •         Photography and film production.