The Challenge

Villawood Properties required a strategic PR campaign to support and enhance a move into the Queensland market, in particular a new development called Essencia – 25km’s north of Brisbane. It had an award winning business and a strong presence in the Victorian media but the company needed to expand its media profile in Queensland to showcase the business’ achievements and solidify its presence in the Queensland market. The developer needed to ignite interest in the community, generate traffic and leads to the development site and reinforce the developer’s award winning history. The development site was also situated next to a well known Zoo, which created an interesting mix of positive media opportunities as well as considerations, especially with regards to wildlife corridors for the local Koala habitats.

Solution

Square One PR worked alongside Villawood Properties to launch the brand into the Queensland market and media by leveraging the business awards, development awards and understanding of the Australian property market through a strategic PR campaign. The campaign sought to build a local developer profile for the business within key business media by profiling both the Queensland Business Manager and the Development Manager, as both were well known in the industry. For consumer media including the Courier Mail Property insert, news and local community media, the campaign focused around local issues, environmental initiatives and development milestones including sales updates and engaging and involving local families, schools and organisations.

Results

The Villawood Properties Essencia PR campaign’s success is evident in the number of articles achieved, with placements in all target media including The Australian, Courier Mail, Property and Home magazine inserts, Gold Coast Bulletin and Quest Community newspapers. Square One PR successfully engaged the local community to raise the profile of the estate within surrounding suburbs (a key target), organising a community barbeque to coincide with a land sale, which was hosted by the local Lions Club and featured as editorial in local media. This campaign took into consideration multiple objectives to deliver a holistic strategy that launched the business into Queensland and massaged the message to suit local, community, metropolitan, business and industry media.

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