Coronation Property takes out REA’s Marketing Campaign of the Year Award 2017
Coronation Property’s ‘PS I Love You’ marketing campaign for its mixed-use tower in Parramatta, 8 Phillip Street, has been recognised by REA Group at its annual excellence awards (AREAs) for New Home Marketing Campaign of the year.
The awards were held in Melbourne late last week and recognise outstanding innovation and success in the real estate and media industries, according to REA Group Executive General Manager – Residential, Andrew Rechtman.
The campaign for Coronation Property’s 8 Phillip Street project, created by Frost* Collective, also took out the Marketing Award at the 2017 UDIA NSW Awards for Excellence in August this year.
P.S I Love You was a hugely successful eight-week campaign launched in late September last year which eventually saw around 150 apartments snapped up within hours of their release in November.
Coronation Property’s Managing Director Joseph Nahas said the recent award was the icing on the cake following an incredible sales campaign for the project, which will start to come to life early next year with the start of construction.
“With a ‘dream team’ in place comprising the very best international collaborators, such as Domenic Alvaro of Woods Bagot for building design and Jamie Durie of Durie Design for landscaping, amongst others, we knew that the campaign did not really need to ‘sell’ the offering as much as showcase it,” Mr Nahas said.
“The tagline and campaign for ‘P.S I love you’ conveyed this perfectly, in terms of what it will mean to be a resident at 8 Phillip Street and the lifestyle that you can come to expect and love at the address.”
These outstanding lifestyle offerings include a rooftop bar on the 55-storey building’s upper floors, a QT boutique hotel on the lower levels and the finest of dining options on offer, with Neil Perry’s Rockpool Dining Group having signed with the developer to open two restaurants on site - Saké and Rockpool Bar & Grill.
In addition, the imagery for the PS I Love You campaign included the visionary, ‘cut away’ component of the building above the QT Hotel which features an open-air pool and spa.
The tagline for the campaign arose organically from the popular saying, “Love the life you live. Live the life you love,” which Mr Nahas said resonated particularly strongly with local purchasers, who have comprised over 70 per cent of buyers into the development to date.
8 Phillip Street’s marketing came to life across signage, social media, online and print advertising, as well as skywriting and a 5-storey onsite mural by renowned street artist Steen Jones, while locals embraced the hashtag #PSILoveYou on social media.
Due for completion in 2020, the 55-storey 8 Phillip Street development will comprise 314 residences, with apartments to include one, two and three-bedroom configurations, as well as studio and penthouse options.
The project will also successfully integrate adjacent heritage-listed buildings - St Andrew’s Church and St Andrew’s Hall - into its design, with the development poised to sit atop the existing hall, and its internal structure to be the feature of a stunning new residential entrance.
Coronation Property are marketing Charlie Parker at Harris Park. To find out more about the development click here.