Project Type Retirement apartments
Services Advisory, marketing and sales
Location Victoria, Australia
Holistic marketing across product, price, promotion and sales
BASScare selected One Fell Swoop to manage the end-to-end marketing and sales process for their as-yet unnamed development. Our brief, based on our market research work, was then expanded to refine the product offering. Accordingly, the apartment numbers were reduced, they were increased in size and priced at higher levels based on higher specification and the catchment’s financial capacity — resulting in a higher GRV and return on investment.
In order to engage our affluent target market, we turned to the art world for inspiration, settling on Joy Hester — the free-spirited Melbourne artist of the 1940s and 50s — as the development’s namesake. We conveyed the premium, aspirational status of Hester Canterbury through the use of dark colours with strong highlights, such as the hot pink brandmark, to ensure that the campaign cut-through in a conservative market.
One Fell Swoop’s services included managing the entire sales process including fitting out the display suite, providing sales staff and building a customer database. All apartments were sold ahead of opening.