Street performers and tram advertising help Jones Lang LaSalle win at REIV commercial marketing awards
Innovation was rewarded at the REIV’s 2012 Commercial & Industrial Marketing Awards with campaigns featuring online videos, eBooks, tram advertising and even street performers picking up prizes.
Jones Lang LaSalle picked up the prize for best leasing campaign for a budget in excess of $30,000 for its efforts to find tenants for GPT’s 530 Collins Street office tower.
The campaign, led by Stuart Colquhoun and Ashley Buller, included the use of street performers outside the glass office tower over four Fridays (pictured above and below) featuring an Italian pizza theme and a Middle Eastern theme with dancers in colourful costumes built around the slogan of “530 Fridays on my mind”.
Other elements of the campaign included advertising on Melbourne trams (pictured below) with the slogan “first class address, first class view”.
Colliers International picked up Best Sales Campaign for a budget between $15,000 and $30,000 for its marketing effort for The Avenue Shopping Centre in Sunshine West.
The campaign was led by Jeremy Gruzewski and Ted Dwyer and included a 24 hour advertisement to passing foot and motor traffic, traditional print advertising, online advertising campaigns and a targeted mail out of 750 brochures (pictured below) to potential buyers.
Colliers also picked up the award for best leasing campaign for a budget between $5,000 and $15,000 for 509 St Kilda Road, Melbourne, which included the publication of a 14 -page eBook. The campaign was led by Ben Christie and Ben McKendry.
Commercial agency W.B. Simpson & Son won best leasing campaign with a budget of under $5,000 for its marketing efforts for 355 William Street in West Melbourne, which included a short online video showing the exterior and interior of the building and describing the key aspects of the two-storey building, including the observation that it has a “sunny northern aspect”.
Colliers International picked up a leasing campaign award for the new Botanicca 8 office development in Richmond, in the category of a budget from $15,000 to $30,000. The campaign was led by Michael Darvell and Rob Joyes.
REIV President Trevor Booth said all the award winners demonstrate “the value that a skilled and licensed real estate agent can bring to the process of selling or leasing commercial and industrial property”
The full list of winners is:
Sales Campaign
- Best Sales Campaign: budget under $5k - Nichols Crowder Property Solutions (78 Mt Eliza Way, Mt Eliza)
- Best Sales Campaign: budget between $5k–$15k - Nichols Crowder Property Solutions (67-73 Cochranes Road, Moorabbin)
- Best Sales Campaign: budget between $15k–$30k - Colliers International (The Avenue Shopping Centre, Sunshine West)
- Best Development Site Sales Campaign - CBRE (Albany Hotel, 1-23 Millswyn Street, South Yarra)
Leasing Campaign
- Best Leasing Campaign: budget under $5k - W.B. Simpson & Son (355 William Street, West Melbourne)
- Best Leasing Campaign: budget between $5k–$15k - Colliers International (509 St Kilda Road, Melbourne)
- Best Leasing Campaign: budget between $15k–$30k - Colliers International (Botanicca 8, Richmond)
- Best Leasing Campaign: budget in excess of $30k - Jones Lang LaSalle (530 Collins Street, Melbourne)
The winners in these categories are now finalists for the Commercial Gold Award at the REIV Awards for Excellence Gala event on October 18.