The Urban Development Institute of Australia (UDIA) NSW has on Friday 5 August announced that Coronation Property has been awarded the prestigious Meriton Award for Excellence in Marketing.
Coronation Property has won the award for its sales and marketing program for The Paper Mill on Georges River (‘The Paper Mill’) located on the site of one of the oldest and largest paper mills in Australia.
Coronation Property Managing Director, Joseph Nahas: “We are delighted that the marketing strategy for this project has been recognised for its innovation by such a prestigious judging panel. Liverpool is a key growth area of South West Sydney and Coronation Property is pleased to be able to the supply new build, high quality housing whilst developing a vibrant community at the same time.
Our marketing program was concepted with the objective of capturing the essence of our innovative development whilst capitalising on the unique location and heritage of the site”
Market research undertaken on the area showed that prospective buyers had pride in their local area but that current property offers had failed to offer the lifestyle and capital gain benefits they were seeking. The Paper Mill was therefore designed with a full lifestyle offering: waterfront views of the Georges River, a retail community precinct on site with cafes and amenities, as well as a swimming pool, communal garden and landscaped outdoor entertaining area.
Taking this into account, Frost* Collective created a ‘Live at the Paper Mill’ brand narrative which was reflected in all assets of the strategic sales and marketing campaign, capitalising on the strong level of community engagement and growing aspirations of local buyers.
Twentieth Letter Marketing + Communications, was responsible for local community engagement campaigns and the PR and media for the project.
Central to the marketing efforts for the project was the construction of a true-to-size, two-bedroom apartment within the display suite, which was itself housed in a portion of the historic Paper Mill building.
The visual concept of the paper boat – repeated across all marketing collateral – was inspired by the work of local artist Mehwish Jobal and combined the location’s physical elements of the historic paper mill and the Georges River. This was continued via a community artwork project including “wow” talking points within the sales suite – a giant 1.5 tonne steel ‘paper’ boat, hundreds of origami boats designed to float in the wind – and invitations to a local early learning centre to an activity of paint and fold paper boats utilised in the marketing material.
The marketing plan was further developed with a paid, owned, earned strategy: sales collateral (eDMs, brochures, video and a website), print and digital advertising, as well as a robust PR narrative covering stories of the Georges River riverfront revitalisation, the historical reuse of the paper mill building and the increasing opportunities for housing in southwest Sydney. This yielded strong PR results with National News bulletin coverage across two networks, metro and local press reports.
The results from this campaign were unprecedented: owner-occupiers made up 80% of purchases; by the time of the general public launch, Stage 1 had over-subscribed by approximately 100 apartments and resulted in the early, part-release of Stage 2 to satisfy demand. To date, combined sales of The Paper Mill and The Bindery are 580 apartments.