Challenge: We were commissioned by Brookfield, AMG & Pryde Group to develop the name, strategy and full creative suite for the latest collection of apartments in Broadbeach on the Gold Coast. We needed to create something that captured the excitement of the thriving suburb and also cut through the noise in the Gold Coast property market.
The SMART idea: Broadbeach is the lifestyle and entertainment hub of the Gold Coast. The Beach, located adjacent to the new light rail, opposite Jupiter’s Casino and one block from the beach, is perfectly placed to take advantage of it all, from day to night. Our creative direction was to capture the Broadbeach lifestyle from dawn to dusk, with a striking colour palette and an emotive narrative to showcase all of the benefits of living or investing in Broadbeach.
Impact: In the first six months after launching, the project secured $100 million in sales with 50% of product sold in June 2015. In late 2015 it was announced that Minor Hotel Group’s AVANI brand was awarded management rights for The Beach Apartments, to be called AVANI Broadbeach Residences. We developed an online, press and eDM campaign that led to $17.9 million of sales over the 2015/16 Christmas period. 70% of the 219 apartments are now sold.