Box Hill’s new $1.3 billion community.
The Hills of Carmel is one of the Hills Districts most significant new communities. When completed, there will be home to more than 2000 dwellings, schools, sports fields, a shopping centre and an exhibition village with more than 100 houses. The land, which was first owned by Governor William Bligh, has been used in past for orchards, dairy farms and the pioneering breeding of Brahman cattle stud. Today, The Hills of Carmel is an exciting new master-planned community that combines the convenience and vibrancy of urban life with the relaxed ambience of rural living, The Hills of Carmel enjoys a grandstand seat to the ongoing transformation of Box Hill.
The Hills of Carmel is an exciting new master-planned community that combines the convenience and vibrancy of urban life with the relaxed ambience of rural living.
Place Brand Strategy.
Rare faced a challenging task in creating the place brand for The Hills of Carmel. With the development having just changed ownership prior to Rare being brought onboard, we found ourselves working with an encumbered brand and campaign. We worked with the new owners to reboot the place brand and develop a strategy which clearly captured the new community’s identity and was more sympathetic to the target market.
Rare’s brand strategy resulted in the sales campaign receiving a much-needed new lease of life and significant uplift in sales.