< PreviousOur creativeO’CONNELL O’CONNELL32 The Situation In April 2012, the Asian Pacific Group announced it would open its first Art Series Hotel outside Melbourne in the Adelaide suburb of Walkerville and it would be named after Aboriginal artist Tommy Watson. However, following this initial announcement very little communication was provided and the public perception was The Watson would be a hotel rather residential apartment building. In fact, the hotel was just a small component of the development and residential apartments would occupy the majority of the development. In late January 2013, Hughes PR was appointed to manage the launch of the 210 apartments onto the market and to establish the Asian Pacific Group’s credentials in South Australia. The consultancy was given just 10 weeks to develop and implement a plan which would build awareness and provide momentum in the lead up and following a public sales launch in March 2013. Objectives The Asian Pacific Group had a number of key communications objectives for the launch of The Watson including to: § Establish the Asian Pacific Group’s credentials to provide purchasers with confidence in the project; § Assist the Asian Pacific Group develop relationships with local government and industry to support future growth in South Australia; § Position The Watson as a unique and desirable project for owner occupiers and investors; § Establish the residential offering at The Watson in the minds of key stakeholders; § Build registrations of interest and project enquiries; § Create a positive environment to support the project launch; § Identify and mitigate any risks associated with the project; and § Drive sales with the objective of selling down the project in less than eight weeks. Elements Hughes PR responded quickly and developed a three-stage communications plan which included: Stage 1 – Brand and Relationship Building § Managing a project ‘ground breaking’ event with the Premier of South Australia, industry representatives and media; § Developing digital communications and managing online video content; § Coordination of photography for project marketing purposes; § Project familiarisation for local key opinion leaders; and § Media pitches – Work commencing onsite, The Watson’s role in regenerating Walkerville Terrace precinct, making Walkerville accessible for younger buyers, Adelaide development activity in 2013 (national media) and a business profile article on the Asian Pacific Group. Stage 2 – Project Launch § Managing VIP preview event for registered buyers and key stakeholders and public opening event; § Launch electronic direct mail including new video and photos; § Video production – creating video packages from the two events; and § Media pitches. The Watson In six weeks and despite a very flat market where many local apartment projects were being shelved, The Watson became the fastest selling apartment project in South Australian history.33 Stage 3 – Post-launch brand and relationship building for the Asian Pacific Group § Media pitches – focused on sales updates and next stages of the development; § Coordinating project success briefings; § Managing celebratory event for all onsite tradespeople; § Briefing on the project’s success and a site tour with Tom Koutsantonis MP, Minister for Housing and Urban Development and senior members of Renewal SA; and § Review of possible industry award submissions. Results Following the VIP launch and opening weekend, The Watson sold 139 of the 210 apartments at a value of $51.6 million. Two weeks later, this figure had risen to 160 apartments and by the end of April The Watson had sold 195 apartments at a value of $74 million. In six weeks and despite a very flat market where many local apartment projects were being shelved, The Watson had become the fastest selling apartment project in South Australian history. Hughes PR’s work has been recognised by the developers and through independent research with buyers as making a significant contribution to the project’s success. Research conducted with buyers showed 80% had registered as a result of seeing a media story. The project was also recognised by industry, winning the professional consulting award from the UDIA. Key highlights included: § Coordinating and managing three major events including securing attendance from the Premier of South Australia at short notice; § Managing all event project suppliers and associated budget including photographers, caterers, audio visual, hire companies and signage specialists; § Producing three project videos which generated more than 3000 views; § Conducting project briefings for all key stakeholders and media; § Generating 20 individual pieces of national and local media coverage in 15 publications including coverage in The Australian, Financial Review, The Advertiser, Channel 7 and City North Messenger.34 The Situation Flagship Property Holdings is an award-winning Melbourne-based development firm that entered the South Australian market in 2015 to pursue a new $100 million apartment project in the Adelaide CBD. In late 2015, the company appointed Hughes to manage PR and communications for its “Kodo” development on Angas Street, which has been designed to become Adelaide’s tallest residential apartment building. Kodo will rise 30 storeys and incorporate 208 apartments, as well as ground floor retail and commercial tenancies. To promote development approval and the subsequent launch of the project, Flagship Property Holdings required a communications plan to effectively introduce Kodo to the marketplace and build awareness of the project among target audiences through ongoing, positive communications. Objectives § Establish Flagship Property Holdings’ credentials in South Australia to gain the trust and confidence of key stakeholders; § Develop, establish and position Kodo in the marketplace; § Maintain consistent media coverage and stakeholder engagement to build the Kodo brand; § Identify and mitigate any potential risks associated with the project, including any community and government opposition; § Build registrations of interest and project enquiries; § Ensure ongoing communication with the project database to maximise interest and potential sales; § Drive apartment sales. Elements Hughes developed and implemented a communications strategy designed to support the project through the development approval stage, initial launch phase and beyond to meet Flagship Property Holdings’ key objectives as outlined above. The strategy was designed to give the project early momentum among homebuyers and property investors, with communications activities to then continue throughout the sales period to drive ongoing buyer interest. Top-line strategies included: § Maintaining the lowest possible profile during the development approval process to mitigate potential opposition and risks; § Developing consistent brand messages for the project across all communications; § Using media and stakeholder engagement to drive registrations of interest via the project website; § Identifying and mitigating risks as required. To help launch Kodo in the marketplace, specific activities undertaken by Hughes included: § Working with the Kodo project team (including Flagship Property Holdings and appointed sales agencies) to develop agreed brand messages; § Developed a communications calendar of proposed activities (updated on a regular basis); § Developed a media kit for local and national distribution to formally launch Kodo. This included a media release, fact sheet, images and video; kodo Hughes developed and implemented a communications strategy designed to support the project through the development approval stage, initial launch phase and beyond to meet Flagship Property Holdings’ key objectives.35 § Organised a VIP launch event in the new Kodo sales centre; § Developed and implemented an ongoing social media strategy for Kodo, including the creation of Kodo channels on Facebook, Instagram and Twitter. Simultaneously, Hughes also developed and implemented publicity activities to promote Flagship Property Holdings’ corporate credentials and its plans for South Australia, including Kodo. Following the initial launch phase of the project, Hughes: § Implemented an ongoing publicity program to build further interest in the project across a range of media outlets to highlight project milestones and key features of the development; § Continued to manage social media channels, incorporating all posting and monitoring across Facebook, Instagram and Twitter, including management of Facebook advertising campaigns. Social media analysis was also undertaken on a weekly and monthly basis, with Hughes reporting back to the project team as required; § Designed a series of infographics to clearly illustrate to target audiences the benefits of investing in a Kodo apartment; § Produced a series of videos for website and social media use, including a dedicated video targeting Chinese investors (including management of Chinese script and voiceover); § Provided issues management support regarding an objection to the development by a neighbouring landowner, which resulted in a satisfactory outcome with minimal media/public attention. Results Kodo has been positively received by local, interstate and international buyers, with Hughes’ communications strategy for the project helping achieve: § Extensive media coverage promoting Kodo across local/national and Chinese media, contributing to strong website traffic and a growing project database that continues to attract new registrants; § Effective social media channels for the project to communicate directly with buyers and potential buyers on an ongoing basis; § Extensive positive feedback among key stakeholders of infographics and videos produced; § A positive reputation for Flagship Property Holdings in South Australia. Hughes continues to work with Flagship Property Holdings as Kodo continues to attract more sales ahead of the anticipated commencement of construction in late 2016.T: 08 8412 4100 E: central@hughespr.com.au | www.hughespr.com.au Level 1, 187 Rundle Street, ADELAIDE SA 5000 ////Next >