Designing the right architectural marketing campaign

In a competitive and oversaturated market, a ‘great’ product is not necessarily a recipe for success. Without a solid method of marketing, the product can quite easily be left behind.

Architecture & Design Nicholas Rider 23-11-2017

This is no different for architecture; even more so when the project itself hasn’t been built. “When there are a number of projects being announced in the same area, the campaign must compete to distinguish itself in the marketplace,” director of urban transformations and strategy at Coronation Property, Aras Labutis, told Architecture & Design. “The offering/design should be presented in a way that captures the imagination and – to a degree –can be experienced by the end user.”

On a different note, business development manager at Frost Collective, Katie Lodge, told Architecture & Design that “in an era that is increasingly aware of the importance of storytelling, it’s critical that architects learn how to create meaningful and engaging narratives”.  “The days of just presenting credentials with some examples of previous work are gone and clients are looking for much more substance.” Developers, Coronation Property were behind the ‘PS I Love You’ marketing campaign for its Woods Bagot-designed 8 Phillip Street , a 55-storey mixed-use tower in Sydney’s Parramatta.  Created by creative agency, Frost Collective, ‘PS I Love You’ was an eight-week campaign launched in September 2016. It eventually saw around 150 apartments purchased within hours of their release in November of the same year. “In an almost saturated market full of exciting new developments, our brief was to create a full-bodied marketing campaign that was a cut above the rest,” says Lodge. “‘PS I Love You’, conceived as an acronym of its Phillip Street location, spoke directly to the market and target audience with a cheeky, contemporary yet friendly approach.” Last week, the marketing campaign received REA’s Marketing Campaign of the Year Award 2017. It also took out the Marketing Award at the 2017 UDIA NSW Awards for Excellence in August. ‘PS I LOVE YOU’ AND ITS SUCCESS  Labutis believes the ‘PS I Love You’ campaign was as successful as it was because “it spoke directly to the local community, emphasising the Parramatta CBD location, world-class amenities, design and luxury interiors”. “It allowed its audience to imagine being a part of something world-class, creative and one-of-a-kind.” From the outset, the campaign was all about the community. For instance, the launch day brought together locals and offered goodie bags, free food and coffee, live music and more. A five-storey mural added to the community-focused campaign. “Parramatta was abuzz with excitement as each day over a two-week period, the mural slowly came to life under the talented hand of artist Steen Jones. At the same time, an enormous ‘PS I Love You’ banner was erected on the existing building, which could be seen from across town,” says Labutis. Of course, a project and campaign like this would not be complete without a display suite. The ‘PS I Love You’ campaign involved a full-scale, three-bedroom display apartment. A key component built into the 8 Phillip Street display suite was an immersive virtual reality (VR) experience. This allowed prospective buyers to walk around and experience the building’s ‘Studio 54’ rooftop bar. THE FUTURE OF 8 PHILLIP STREET.
Due for completion in 2020, the 8 Phillip Street development will comprise 314 residences and integrate adjacent heritage-listed buildings – St Andrew’s Church and St Andrew’s Hall – into its design. The development will sit atop the existing hall, and its internal structure will be a feature of a new residential entrance.

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