Over 1,300 registrations of interest.

Emerant Lane

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Regisrations of interest
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Marketing strategy
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Intergrated advertising campaign
WORKSHOP | MARKETING PLAN | OUTSOURCED MARKETING | BRANDING I GRAPHIC DESIGN | SEO

The response to this campaign has been truly overwhelming and “unprecedented”.

The Project

Emerant Lane is a brand new 85 apartment development in Sydney’s Lane Cove. It was 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.

The Approach

Brand & Positioning
Marketing Angels facilitated an initial brand and 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.

Strategy Development
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 videos 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.

Reaching the target
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 photography (lifestyle and view-line) and lifestyle copywriting.

The results

With over 1,300 registrations of interest, two weeks ahead of the Display Suite launch and not even a floor plan circulated, the response to this campaign has been truly overwhelming and, according to Sales Agent Colliers International, “unprecedented”.

What the client says

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

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+20%

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