Queen’s Wharf Tower: Where Luxury Reigns

Queen’s Wharf Tower is the latest residential release at the iconic Queen’s Wharf Brisbane development.

Queen’s Wharf has arguably been the most successful off-the-plan property development in Australia’s history and is carving a true legacy in the heart of Brisbane’s CBD. Its unprecedented sales performance is the stuff of legend in the property industry, so all eyes were on the new release to see if it could live up to the lofty standards of its predecessors.

The brief

There’s a time for doing things differently and there’s a time for sticking to what works. When you’ve just broken numerous off-the-plan sales records and cemented your place as a bonafide destination address, you should probably stick to the formula that got you there in the first place.

That’s exactly what needed to happen with Queen’s Wharf Tower. The original residential release, Queen’s Wharf Residences, performed beyond expectation and demonstrated that developer Far East Consortium had a product that had captured the hearts and minds of the city. Queen’s Wharf Tower simply needed to continue to build on the emotive narrative that was resonating so strongly.

That being said, it still had to stand apart as its own entity within this captivating precinct. We took the foundation we were provided and began to add to it: changing colours, tweaking fonts, but always looking to maintain tangible connections to the established brand.

The brochure cover, where we adopted the insignia from Queen’s Wharf Residences to link the two developments.

The power of storytelling

The story of Queen’s Wharf Tower was about far more than the residences themselves. People were undeniably impressed by the design, materiality and quality of the residences, but that wasn’t what was capturing their imaginations.

They were being swept up in the emergence of a new precinct that would completely redefine the heart of Brisbane and legitimately create history. They wanted to be a part of that. To share the excitement. To feel like in some small way, they contributed to a once-in-a-lifetime event.

By understanding these emotional motivations, we realised that we weren’t telling the story of a residential tower but were documenting a moment of significance for Brisbane.

This meant that we changed our approach to the narrative. Rather than being the focal point, the apartments themselves became the final chapter of the story: the inevitable conclusion once you had gone on the Queen’s Wharf emotional rollercoaster and truly invested in the vision.

Render of billboard advertisement, appealing to the emotional motivation to be part of history.

An extraordinary output

Like many projects, time proved to be the single biggest challenge we faced. When we really got into the nitty gritty of execution, the sheer number of deliverables required became more apparent.

This was a development of over 800 residences that was being marketed here and internationally, so apart from big ticket items like the display suite, brochure, website and signage, there were sales kits, press books, floorplans and a host of advertising assets required to get to a successful launch. Not to mention that many items needed to be translated, and the bulk of the account management plus all of the design was being handled out of our Melbourne office.

Obviously pushing the timeframe was out of the question, so we worked very closely with the project team to prioritise deliverables and swung additional resources onto the job to keep up with expectation.

The results 

Apparently lightning does strike twice, as Queen’s Wharf Tower has proven to be every bit as successful as the previous release.

Sales agents YPM Group sold 740 apartments in the first 4 weeks (that’s 90% of the tower) capitalising on pent-up demand and the 7,000+ leads our campaign delivered them in that timeframe.

We are now onto the final remaining stock in the building: the luxurious 3 bedroom apartments priced from $2.95 million on the top levels of the tower.

It was a truly great result, made even sweeter by the kind words from Far East Consortium’s Marketing Manager, Lauren Sheldon, who said:

“Working under immense pressure, the team (tomorrow) were able to execute and ultimately deliver collateral that contributed significantly to our successful launch.”

And we couldn’t be happier to be on the team.