In 2019, Far East Consortium broke ground on what would be the largest integrated resort development in Australia, and one of the largest urban development projects in the country’s history. The development, comprised of a casino, shopping complex, riverfront parks, and a high-rise development, will account for 20% of Brisbane’s CBD footprint, when complete. The developer challenged us to develop a brand that would match the monumental nature of the project.
In the crowded market, many developers have a similar look and feel that has resulted in one thing: generic property brands. For this challenge, we looked at the site’s storied history and humanized the brand by developing a modern fictional ‘queen’ who represented the luxury, quality and timelessness we tried to convey.
Shooting a television and digital campaign with the queen gave us impactful visual that drove quick leads and sales through advertising and a website custom built as part of our digital eco-system.