Strategy

There’s the Paris end of Melbourne. Why not create an equally desirable New York-end, in the most liveable city in the world?

Idea

NYC in the CBD.

Media

Ethnic TV, street posters on site, press, brochures, online ads, SEO.

Result

Fastest selling and most successful apartment precinct in Australia. ‘New York end of town’ becomes part of editorial and real estate vernacular.

Feeling

Desire — my kind of place.