The launch of Payce’s latest project on the Shores of Ermington was greeted with great enthusiasm by purchasers, who snapped up the vast majority of apartments at an exclusive VIP launch.


One of the largest projects to hit the market in 2015, the $450m Royal Shores waterfront community proved to be an astounding sales success, with 178 apartments sold on the first launch day and the remaining 434 apartments selling in consecutive launches just a few months later.

Rare were responsible for developing the brand strategy and positioning of the project, aimed at creating a clear differentiation between Royal Shores and the large amount of competing waterside developments.

The architectural vision and site history provided a wealth of inspiration for the development of the Royal Shores brand and subsequent rollout of the marketing campaign, which included a custom built display suite which took cues from the signature ‘sawtooth’ roof design of the buildings, 80 page magazine featuring a comprehensive model shoot and large scale site signage.