Stamford Cosmopolitan – Case Study.
October 3, 2008 // IBM BLOG POST
Stamford Property Services approached Image & Brand Management with their brand new architectural landmark building that would transform the heart of Double Bay. Comprising a stunning collection of 28 luxury apartments above the now legendary Cosmo Café, the challenge was to capture the essence of the village and its famous Sydney heritage and wrap it up into a contemporary marketing campaign that would work hard in a very competitive residential climate.
Identity and brochure
We commissioned a photoshoot that would drive the campaign sentiment ‘Indulge In Opulence’ and developed a luxury editorial feel that would help identify with the target market. This was then rolled out across press advertising, website, signage, luxury brochures and a targeted DM campaign. Finally, the brand was given added value with quotes from local personalities of their memories of Double Bay through the years.
Our overarching creative campaign was released initially with a series of over-sized targeted postcard mailers which would coincide with press ads to reinforce the brand awareness.
Initial advertising introduced the ‘magazine fashion’ style look then was closely followed by a campaign to display the product using high quality CGI renders.
Site signage was designed and produced to drive awareness linking into the look and feel of print advertising and direct mail. Further internal and external site signage was produced that supported retail tenants during the construction phase.
A substantial A3 bound book was produced to work as a luxury presentation device for agents to help present the apartments to prospective buyers, complete with full CGIs and floorplan details.
A website was created for this project to allow for online registrations of interest.
SERVICES PROVIDED FOR STAMFORD PROPERTY SERVICES:
Audience Profiles – research & present targeted audience
Unique Positioning – key marketing messages
Brand Essence – core of the brand
Brand Values – what the brand stands for
Brand Idea – message that runs throughout all marketing
Identity – name, logo, descriptor, tagline, colours, fonts
Overarching Creative Approach – look and feel, style, personality
Marketing Strategy – campaign approach, sales based
Brand Touch Points
Print Collateral – brochure, DM
Electronic & Web – website, banner advertising, email newsletters, SEO
Diverse Marketing Channels – environmental graphics, outdoor
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