Branding Australia’s First Community Urban Redevelopment (PPP).
May 29, 2009 // IBM BLOG POST
For the past 6 months, Image & Brand Management have been busy on the brand creation and communications roll out for Australia’s first integrated public private partnership urban renewal.
Construction is underway at the Bonnyrigg housing estate, with the first of the area’s new properties expected to be completed by August. Four display homes are being built where public housing once stood near Deakin Pl. Once complete the properties will showcase the designs available to private buyers in the redeveloped housing estate. Project manager Andrew Brooks said work on the construction of the display homes, and the rest of the estate, was ahead of schedule. “The fact that we are going so quickly has taken everyone by surprise,” he said.
The $733 million redevelopment of Bonnyrigg housing estate will see a mix of 2332 private and public dwellings rebuilt over the next 12 years. The project is expected to be completed by 2021. Long-term resident Michele Curry has had her house bulldozed and has been relocated to another house in the estate until her new home is completed in just over a year. She said the revamped estate would be a “new beginning” for the once troubled area. “Seeing the start of construction is exciting,” she said. “It has to be better than it was before.” Ms Curry and other long-term residents joined Mr Brooks and representatives from Newleaf Communities for a tour of the new display homes on Monday, May 18.
Some residents suggested the streets in the estate be renamed to give the suburb a “new start”. Mr Brooks assured residents the overhaul of the estate would put Bonnyrigg on the map for the right reasons. “You just get that feeling that things are changing for the better around here – and that’s great.”
LIVERPOOL LEADER – Carleen Frost – May 29, 2009
Services Provided to the Public Private Partnership
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 – naming, 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
Diverse Marketing Channels – environmental graphics, outdoor
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