Realestate.com.au Annual Excellence Awards Finalists 2022
We are thrilled that Airlie Summit has been selected as one of the top four finalists in the Realestate.com.au Integrated Brand Campaign of The Year awards! This is a significant achievement, and we are all incredibly proud. This recognition is a testament to the hard work, dedication, and creativity the iCreate team has 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.
We maximised every marketing dollar by:
Pitching to needs: An 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.
Aspirational identity: 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.
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.
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.
Principal – Explore property whitsunday
Website interactive masterplan
Our proprietary software let buyers see the spectacular view from any lot, generating real excitement in a specific block and encouraging them to quickly get in touch. The sales team could then tag sites as held or sold in the website’s back end.
See it from the sea
An Alder Group key executive moors a stunning boat in Airlie Beach. We commandeered it, inviting a ‘hit list’ of key influencers such as hoteliers, tourist business owners and prominent residents to a top class event. Anchored in Pioneer Bay, the view Airlie Summit atop the headland was outstanding. It said it all.
Each click to the website also enters a digital remarketing campaign, leveraging every dollar spent on advertising to ensure we achieve a high frequency and as many touchpoints as possible.
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.
General Manager, Alder Developments
To track the most effective signage we created individual QR codes for each sign, tracking how often someone scanned each to visit the website. QR codes also incorporated UTM tracking variables, so we could track data in Google Analytics.
We also used a separate URL for signage. The URL had some UTM code variable injected at the DNS level, that would then fire off an event in Analytics. This way we could use a simple URL, that only is used on signage, but can track web visits in Analytics.
Creating an email journey
Rather than standard retail-feel ‘Buy now!’ email blasts we created six automated emails covering an entire customer journey. Each covered specific project USPs, reinforcing benefits. For instance, one email outlined sloping land would mean a pole home. We counterbalanced this with benefits: a totally unique design catching sea breezes from its open plan style. Likewise, we countered the site’s far north location with supporting data on the region’s growing popularity and investment potential. Every message reinforced that buying in Airlie Summit was a wise move.
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.
Principal – explore property whitsunday
We are very proud that our strategic campaign has successfully revitalised this last-ever elevated sea view land release in Airlie Beach.
But, most importantly, that our client has seen an immediate and very high level of impact and return on their marketing investment.
*The results of the submission are as at 18/11/2022