210 apartments sold in under 5 hours
An outstanding result by any measure
Rare were recently comissioned by Toga Group and LaSalle Investment Management to put together the brand strategy and launch campaign for their multi-staged residential development Macquarie Central. Macquarie Central was the first new residential project to be launched in the Macquarie Park precinct in recent years, which presented a challenge in itself in terms of positioning the product offering and developing a creative platform. To add to the challenge, the campaign not only needed to help generate sufficient enquiry to achieve the sales targets, but also hit the market to a very tight and immovable deadline.
Rare’s scope of works ranged from creating the over-arching brand for the development (which extended to developing sub-brands to differentiate each building) to preparing all the print collateral including a custom diecut brochure pack designed to incorporate master and individual stage brochures. In addition Rare worked closely with the developer, sales agents, architect and interior designer to plan, create and manage the marketing fitout for the display suite.
The marketing campaign was deemed a monumental success, with enquiries in the thousands and queues stretched outside the door at the stage one release - as a result 210 apartments sold for more than $100 Million in just five hours.