Sencia The Breeze
Client Knowles Group
Project Type Independent living apartments and residential aged care
Location Point Lonsdale, Victoria
A highly successful re-entry into the retirement living sector
In 2017, One Fell Swoop’s Advisory unit was commissioned by Knowles Group to prepare a ‘state of the nation’ report on the Victorian retirement industry. This informed the strategy and acquisition of new properties for development as independent living sites, to facilitate the group’s re-entry into the market after having sold their retirement living portfolio to Stockland a number of years ago. Point Lonsdale was the first chosen site, and The Breeze comprises 170 residences (158 villas, 12 apartments) and a stunning clubhouse.
We were also briefed to create a masterbrand for Knowles’ retirement living business – resulting in the name Sencia – as the masterbrand for all future retirement living projects. We created a simple, modern marketing campaign with a sense of fun and seaside aesthetic for The Breeze.
Media involved both local and metropolitan press, digital and social advertising and significant local area engagement. Sales results were outstanding with most villas sold ahead of completion.