Realestate.com.au Annual Excellence Awards Finalists 2022
We were thrilled when Airlie Summit was selected as one of the top four finalists in the Realestate.com.au Integrated Brand Campaign of The Year awards! This was a significant achievement, and we were all incredibly proud. This recognition was a testament to the hard work, dedication and creativity the iCreate team put into this campaign and the trust and collaboration of Alder Developments.
Conveying the land’s scarcity was another key objective, ramping up the FOMO factor, positioning it as a rare opportunity to create a holiday retreat or forever home whose breathtaking ridge position offering privacy and exclusivity.
Maximising every dollar
A High-Net-Worth audience’s needs are emotional, not functional. Our marketing aimed to ‘reward’ their success by connecting with their desire for better social and environmental impact.
Our subtle messaging asked, ‘What does success look like? Answer: ‘A holiday or forever home at Airlie Summit.’ Our tagline – ‘Reach New Heights’ – always referenced the pursuit of success.
Utilising this information, we were able to save Alder money by targeting the right audiences that would convert.
By blending both “sea change” and “tree change” into one breathtaking brand and story, we strategically selected media placements including signage, a boat launch event, Realesate.com.au advertising, along with Facebook and Google, we could connect with our high-net-worth audience, and sell the dream of creating a holiday retreat or forever home masterpiece in one of Australia’s truly grand landscapes.
Every step we considered, every dollar we spent, had to produce a fresh perception of Airlie Summit.
This, we had to proclaim, was a new vision; a unique master plan that would far and away eclipse all other Airlie Beach development sites. Whether wanting a tree change or sea change, Airlie Summit was the dream.
“iCreate listened to all parties from the initial brief to create and deliver a premium brand and was successful in promoting both the brand and the project to deliver over 700 registrations of interest within three months of launch, cultivated over $4.5m in sales with an average sale price 30% above current on the market comparable stock.
I have no doubt that both the creative input, brand development and execution of the marketing by iCreate has been pivotal in the early success of the project and set up for continued success.”
“iCreate has been considerate of everything. They have workshopped well with us and produced perfect marketing material across a broad section of marketing tasks to “nail” the outcome we needed. iCreate is a fabulous team and has achieved everything we needed them to, which pleases us.”