Emerant Lane is a brand new 85 apartment development in Sydney’s Lane Cove. It is the first development given approval in Lane Cove in over ten years. Marketing Angels partnered with creative cohort The National Grid to create, manage and oversee the campaign strategy and creative deliverables for this project, working closely with the sales team at Colliers International, The Architects Dko & the developers Sakkara. Marketing Angels also managed a relationship with public relations company Magnum PR to execute the media component of the marketing strategy.
This project is unique due to the brief- the team had to come up with a way to sell something that wasn’t there yet. The solution was to sell the lifestyle that would come with living in Lane Cove, and was the first approved residential development in the area in ten years.
Marketing Angels facilitated an initial brand & positioning workshop where we profiled potential buyers and focussed on the brand and positioning of Sakkara‘s latest off the plan development. The National Grid came up with the name ‘Emerant Lane’ (Emerant, meaning verdant/green) and produced the brand for the project. The market positioning of ‘Rediscover Lane Cove’ also formed a large part of the strategy to come.
The ‘off the plan’ space in the Real Estate market is a very competitive one. We understood immediately that the visuals needed to be cut through. It was however our online awareness strategy that really put Emerant Lane on the map. Incorporating local enterprises and a ‘lifestyle blog’ within the content of the website did wonders for its Google rankings and assisted greatly in getting the message out there. A series of video’s were developed, profiling the Lane Cove lifestyle, project inspiration and architecture which were syndicated globally – this also had a huge impact on website traffic and registrations of interest.
The brand was rolled out across a plethora of mediums from large format signage and billboards, to brochures, agents handbooks, corporate video, press/online advertising, direct marketing, display suite collateral ,to a comprehensive lifestyle website. The project also incorporated the photography (lifestyle and view-line) and lifestyle copywriting.
With over 1,300 registrations of interest, 2 weeks ahead of the Display Suite launch, with not even a floor plan circulated, the response to this campaign has been truly overwhelming and according to Sales Agent Colliers International, “unprecedented”.
“Natasha Sheppard is an incredibly thorough and reliable marketing consultant. Her sunny disposition makes her an absolute pleasure to work with. Her understanding of the creative process and ability to interpret and present our ideas is phenomenal. We simply couldn’t live without her!”
Lara Allport – The National Grid: Design Distillery
Find out more about Emerant Lane.