Garden Towers Launch
The Alchemy of Luxury – bringing to life Garden Towers, a resort style oasis in the heart of East Perth.
The Brief
NeonLogic were engaged to develop a residential marketing campaign to promote Finbar’s new apartment development, Garden Towers, in the heart of East Perth.
This included a fully integrated creative and media campaign, supported by a media strategy that would deliver leads and drive sales. Project brand development, a premium website, full creation of artwork for the sales office, launch signage and a lifestyle video were required.
What We Did
NeonLogic developed a compelling, luxurious and memorable brand consistent with the overall design and location of the development. The Garden Towers brand name was inspired by the iconic Queen’s Gardens which is located directly opposite the development. The colour palette reflected the lush jade green hues from the surrounding gardens and complimentary regal gold highlights gave the brand a luxurious feel.
A creative-led campaign appealing to our audience was run with a variety of tactical messages across TV, radio, press, outdoor and digital. Two extensive brochures were also created as well as all the media creative assets.
The Results
The campaign secured the sale of 40 apartments on launch weekend alone, with Finbar describing it as the most successful launch to date.
Additionally, 71 apartments were secured in the first five weeks of this campaign, and following that, Finbar saw another record sales month with exchange of contracts on 54 apartments, almost two per day, across the month.
Finbar has recorded the highest sales per month across May-June 2022 since 2018, and they attribute that largely to the launch of Garden Towers.
