Allure: a Celebration of Refined Coastal Living
24th September, 2021
Secluded on Chevron Island on Queensland’s Gold Coast, Allure is a high-rise development containing 95 luxury residences and a range of communal spaces. In a crowded Gold Coast market, Allure needed to cut through the noise and reach its target audience with a unique offering.
Allure was an already existing project when we joined the team. The developer was in the tricky position of having the more affordable 1 and 2 bedroom stock sold, and was left with the more expensive, premium product to sell.
The brand and media campaign needed a refresh to focus on targeting those in the market interested in high end, luxury residences, and we had both the creative and media capacity to do this.
We needed to revamp the Allure brand so it resonated with the new target audience, but do it in a way that still retained the brand’s essence and existing equity.
We chose a soft, sophisticated colour palette inspired by a coastal sky, the hero image used throughout the campaign. Arches and curves were woven through the design to create a contemporary, yet classic feel that spoke to the architecture of the residences, and added a distinct, recognisable visual element to the brand.
A holistic approach
The only way to accomplish our objective was through a holistic approach. We commissioned new photography and some new renders to visually sell the idea, while simultaneously evolving the tone of voice to speak to a more sophisticated market. We then applied this with our refreshed creative to a new brochure, website and media strategy so we could cut through the saturated Gold Coast property market with our messaging, and tell a consistent story across all touchpoints of the customer journey.
Allure has been selling strongly since our recent launch of the refresh several months ago, with 95% of residences now sold. This is a fantastic result that the entire team can be proud of.
If you’ve got an upcoming project that you would like to talk about, don’t hesitate to get in touch. You can contact our Creative Director, Lars Weisenberger, on 0447 133 022 or email@example.com.
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