Agency: Bastion Effect

Combining the power of PR with the targeting of paid media to drive leads to the Collins Arch ROI website.

THE BRIEF

The campaign to drive sales and leasing for Collins Arch had to be as transformative, innovative and world-class as the project.

We needed to tell the world, not just Melbourne, about this special collaboration between Woods Bagot and NYC architects SHoP that will result in the largest mixed-use precinct in Melbourne since Federation Square.

THE SOLUTION

We recruited paid media, optimising the mix daily, to ensure Collins Arch and dozens of other monikers and search terms produced the project’s web page, driving strong ROI.

This commenced on the day we launched the project to media, capturing headlines with a sod turning attended by Victorian Planning Minister Richard Wynne and former premier Steve Bracks.

We transformed the language used in property campaigns, pioneering show apartments over display suites and drove interest through affluent stakeholder networks, resulting in strong sales and awareness from the outset.

With this combined PR and paid approach we achieved strong web traffic for the ROI site, some 3000+ clicks, also achieving 82 media articles in the first three months.