The boutique ‘Sandpiper’ redevelopment project offered three luxurious and beachfront full-floor apartments with starting prices at over $1 million. The original positioning for the project did not encapsulate the premium quality and status of its upcoming redevelopment and consequently, was unable to generate the required response.
Vive Group was engaged to rebrand the project. We needed to take into account that ‘Sandpiper’ had two sales strategies, one targeting owner-occupiers and the other aimed at investors and co-owners. In addition, there were two retail shops available for sale or lease.
Our marketing campaign focused specifically on the project’s two key USP – its rarity and its premium coastal location. Following the exciting and refreshing repositioning exercise, Vive Group increased enquiries by 300% – a great success for everyone involved. Successful deliverables: Communications plan and creative strategy, brand repositioning, photography, art direction, styling, signage, interior design, sales suite point-of-sale, website, press advertising in local and daily publications, brochures.