CIRQ POINT COOK SUCCESS STORY

In mid-May, The CIRQ townhouse project, located near the heart of Point Cook’s Town Centre completely sold out Collection One within a mere 48 hours. With the sales suite opening at 9am on Saturday May 13, an incredible 22 of 23 townhouse properties were gone, with the one remaining townhouse quickly snapped up the following day. Within a further 6 weeks, 30% of the development fully sold out. Roll forward to November 2017 and 85% of CIRQ has been sold, with 60% going to Owner Occupiers and 40% to Investors. Feedback from Development Victoria suggests that signage and the website, both created by Blaze were instrumental in generating excellent buyer interest.

Strategically named, branded and marketed by Blaze
Appointed to brand and execute strategic marketing for the Development Victoria (previously Places Victoria Project), Blaze devised a naming strategy that tapped into the convenient location of CIRQ – where residents would be able to enjoy a 360-degree lifestyle, being literally steps away from shopping, dining, transport, education, municipal and sporting facilities. A premium look was created to match the up-market, exclusive feel of townhouses, which were designed by award-winning architects Rothelowman and landscaped by Aspect Studios.

Communication channels created by Blaze:

  • ROI property website with enquiry functionality
  • eDM campaign to generate, reinforce and strengthen buyer interest
  • Printed IM brochures and townhouse product brochures
  • Individual townhouse names to give each product unique appeal
  • Signage and assistance with Sales Suite display
  • Digital display advertising

Strong sales continue to dominate
At time of writing CIRQ is about to release its seventh collection within the development. It’s clear to see this a sales campaign that will go from strength-to-strength as further stages are released.

Thinking of turning your next project into a best seller? Talk to Blaze first.

CASE STUDY: 1 Malop pre-leasing campaign

Challenge

Boutique property fund manager Quintessential Equity appointed Blaze Advertising after a strategic and creative pitch. They were impressed by the forward thinking and use of innovative technology that was presented which would ensure they would be noticed in the marketplace and ultimately ensure the campaign had the strongest and most powerful tools behind it.

The project brief was to develop a pre-leasing campaign for their planned $90million, 15,000 sqm office landmark building on an iconic site in Geelong.

The challenge was to impress and drive businesses to relocate to a building which hadn’t yet been built and which could only be seen by means of architectural drawings, renders and 3D Augmented Reality. Ultimately our goal was to secure pre-lease commitments by creating an engaging campaign that appealed to large organizations and head decision makers.

Solution 

Blaze saw this as an opportunity to introduce augmented reality which would show off a building which wasn’t there – why not create it digitally and in 3D.

Through the use of smart phones and tablets the augmented reality technology allowed users to hover over building render ‘trigger’ images on the site signage and also within marketing materials to see the building facades pop-up on their devices in 3D read here. This technology is revolutionary in terms of providing prospective tenants an accurate vision of the site’s stunning architectural features and allows tenants the opportunity to imagine what working life within its walls will be like.

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Results

Quintessential Equity is in advanced discussions with two tenants it expects to be the building’s first clients. WorkSafe, one of the first to engage conversations about a tenancy at 1 Malop, released its EOI to the market late last month which expressed its requirements for 10,000 to 15,000 square metres. Included in this is the possibility of a further potential tenant requiring 5,000 to 7,000 square metres of commercial office space.

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