Frasers – The Rise from Pitch Win to Final Stage
The Rise is a family-friendly residential community in Park Ridge, one of South East Queensland’s fastest growing regions. After working with iCreate on their Hamilton Reach, Yungaba Kangaroo Point and Cova Hope Island projects, The Rise developer, Frasers Property Australia, invited iCreate to pitch against some of Australia’s top creative agencies in a bid to be appointed sole creative agency for the Park Ridge project.
From pitch win and brand identity, to sales collateral and sales display fitout, iCreate developed fully integrated advertising campaigns to promote all eight stages of The Rise development. Our work commenced early 2015 and the project is expected to sell-out approximately 6 months ahead of schedule. The Realestate.com.au advertising for the project achieved the highest click-through-rate in Queensland throughout the launch phase.
With its family focus, from the outset, it was important to position The Rise as a connected community and “a place where memories grow”. To do this we leveraged the amenity, services and opportunity that were being delivered as part of the Park Ridge Planning Scheme Amendment. In addition, the development’s centrepiece, a 10,000sqm parkland, became a fitting testament to the active, outdoor family-oriented lifestyle on offer.
The project was well received by the marketplace. It gained greater traction than anticipated amongst owner occupiers, particularly first home buyers, and is expected to sell-out 6 months ahead of schedule.
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
Art direction, Banner advertising design, Billboard design, Brand identity and name, Brand strategy, Brochure design and print production, Concept development, Copywriting, Customer journey mapping, Design guidelines brochure, Digital, print and signage design, Email marketing design and distribution, Event creative, Investment kit design and print production, Masterplan illustration, Lead capture page design and development, Location illustration / mud map design, Photography, Print production, Realestate.com.au advertising design, Sales suite design, Production and installation, Signage & wayfinding , Site hoarding design, production & installation, Social media advertising design, Stage plan illustration / flyer design, Website design and development