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The Rise Park Ridge

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Company:

Frasers Property

Location:

Park Ridge, Brisbane, QLD

Services:

Branding, full collateral production, sales suite design, web & digital

The Rise is a family-friendly residential community in Park Ridge, one of South East Queensland’s fastest-growing regions.

Challenge

Following previous collaborations on Hamilton Reach, Yungaba Kangaroo Point and Cova Hope Island, Frasers Property Australia invited us to pitch for The Rise, alongside some of Australia’s top creative agencies.

We were appointed as sole creative agency, responsible for developing an integrated campaign across all eight stages of the project. Our engagement began in early 2015 and included brand identity, sales collateral and full display suite fitout.

Strategy and Approach

From the outset, our goal was to position The Rise as a truly connected community, ‘a place where memories grow’.

To do this, we aligned our brand narrative with the amenity, services and opportunity being delivered as part of the Park Ridge Planning Scheme Amendment. The development’s centrepiece, a 10,000 sqm parkland, provided the perfect anchor for communicating the family-friendly, outdoor lifestyle at the heart of the offering.

This strategy shaped every touchpoint, from the name and brand identity to the messaging, photography and layout of the sales suite.

Final Experience

The Rise was exceptionally well received by the market, gaining stronger-than-anticipated traction with owner-occupiers, particularly first home buyers.  Realestate.com.au advertising achieved the highest click-through-rate in Queensland during launch, and The Rise sold out approximately six months ahead of schedule

The collateral developed for this segment not only drove strong results for The Rise but has since been adopted across other Frasers Property Australia projects.

“I have had the pleasure of working with iCreate for the past four years and have benefited greatly from the partnership.

With The Rise, we engaged iCreate at the very beginning on strategy, brand conception and positioning, and kept them involved through every stage, including the development of every piece of collateral. Their level of detail is always excellent, particularly in making sure all changes are made first time, which means we achieve the desired end result much sooner.

Their attention to detail also helped us to stay true to the brand, and their detailed understanding of the project and our market meant we were quite efficient, achieving completion and roll out to the market approximately six months ahead of the original forecast.

In addition, the collateral they developed for our first home buyer market helped us to sell to this segment. The success we achieved has since prompted us to adopt that collateral across other projects.“

Tasha
Project Marketing Manager – Frasers Property Australia

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Cannon Hill QLD 4170
07 3157 1108

iCreate acknowledges the Yuggera, Turrbal, and Quandamooka peoples as the Traditional Custodians of the lands on which we live and work in Cannon Hill, Queensland. We pay respect to Elders past, present, and emerging.

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† For marketing and lead gen of a property development, to achieve results, we recommend marketing and advertising budgets between 1–2% of your development's Gross Realisation (GR)
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