Agency: Bastion Effect
When targeting the top echelon of property purchasers, you have to figure out how to influence the influencers…
The top end of the property market won’t be marketed to knowingly. Affluent purchasers are more driven by their own networks and the highly respected journalists they follow (who despise PR practitioners!).
To get the top echelon of Melburnians to consider calling luxury property The Eastbourne by Mirvac their home, we had to influence the influencers.
We created a series of exclusive events for Melbourne’s most influential in business: friends of ours, Bastion board members, clients and contacts.
We then tapped on the shoulders of some of the best journalists to ensure the titles our movers and shakers read, had The Eastbourne in their pages.
Did we mention we brought the building’s exclusive penthouse purchaser experience to life for our special journalists – a chauffeured Bentley, private appointment, Sofitel hospitality, in order to stand out?
When completed, The Eastbourne will be one of the most prestigious buildings in Melbourne. The launch campaign helped drive incredible demand for the project, with $300 million in sales contracted over opening weekend. Top tier media including the Australian Financial Review, 3AW, Domain and TV news were all talking about The Eastbourne – in addition to our high net worth friends.