Project Overview

Jubilee is a new master planned community in the thriving suburb of Wyndham Vale. The development of Jubilee’s first neighbourhood, The Mill Quarter, is well underway with residents already moving in. As well as the construction of land assets and homes taking place, the new Jubilee Sales & Information Centre and Display Village was also being built, cleverly designed around the new large linear park. During the early stages of this development, Traffic along with other key stakeholders was tasked with marketing an event to promote the launch of both the new Sales & Information Centre, and the Jubilee Display Village.

Project Commissioner

Lotus Living

Project Creator

Traffic Brand Agency

Project Brief

Our strategy involved two parts: firstly, to drive awareness and traffic to the Jubilee Display Village on the 25th February through paid media channels and organic databases and platforms. And secondly to support the builders through marketing communications. We wanted this event to have its own identity/ personality in line with the fundamental positioning of Jubilee; to exceed expectations of what is delivered. To achieve this we used appropriate media channels such as radio, print and digital platforms to engage our key audience and build momentum towards the event.

Project Need

This project required a fresh new campaign and marketing strategy to best advertise and support the event and ensure attendance targets were hit.
Creating a logo design proved to be the first challenge with the event name, Jubilee Display Village Grand Opening Festival, quite a mouthful.
With a host of unexpected festivities to be unveiled on the day, our concept leveraged off the master brand red colour and featured new and exciting icons. Each icon promoted one of the fabulous complimentary activities promised on the day such as water balls, a large water slide, ferris wheel and food trucks.

User Experience

The Jubilee Display Village Festival delivered on its promise and well and truly exceeded expectations with over 2,500 people in attendance. The 28 display homes on show were inundated with foot traffic throughout the day as people took explored the Mill Quarter grounds being inspired by both the joys of the festival and the beautiful homes on display. The neighbourhood playground was also in full swing with many children enjoying the dual slide and climbing features. People came from far and wide throughout Victoria, thoroughly enjoying the festivities and watching Jubilee come to life.

Sustainability

All marketing merchandise used for the Jubilee Display Village Festival was consciously sourced in consideration of having an absolute minimum impact on the environment. Even the activities on the day were carefully chosen with this in mind, such as the 'Foost' bicycles which make a smoothie by pedalling on a bike. Professionals were also commissioned on the day to ensure all wastage was properly managed.