Project Overview
The East End development is a story of embracing the old and connecting with the new, a revitalisation anchored in the hearts of Novacastrians to inspire living for tomorrow. Located in one of NSW’s largest regional hubs, this is a project on a grand scale – an urban coastal village stretching across four city blocks with a perfect blend of residential, retail, entertainment and dining with more than a few surprises in between. It will build a community that reflects a revitalised modern city, just minutes from the natural beauty of beaches and the harbor, helping to create its own sense of place and new life that a vibrant city like Newcastle deserves.
Project Commissioner
Project Creator
Team
Matt Cullen - Head of Design
Leesa Morgan - Studio & Production Manager
Rose Macdougall - Account Director
James Cooper - Strategy
Rhiannon Folpp - Senior Designer
Project Brief
As a large-scale, highly publicised site there was great anticipation and high expectations for the 9th of September 2017 launch. Being the agency responsible for the marketing strategy, branding, media and digital for the project, it was essential to establish a strong strategic understanding.
East End was more than just another development, it was the revitalisation of an entire city centre. We needed to build a story around Newcastle, emphasise its economic growth, and as a vibrant coastal place to live, establish East End as a modern residential and retail beacon. All the while still doing justice to the unique characteristics of the masterplan and each individual building design within the framework of an overarching brand.
Most importantly we needed to launch with a brand and campaign that would establish East End in the market and last for the entire multi-stage project and beyond.
Project Innovation/Need
East End was about the seamless connection of the new with the old. Connecting the city’s rich heritage and intriguing characteristics of the past, and fusing them with a modern urbanised tomorrow.
To help tell this story, we developed extensive online, social and print content and a series of sales tools with a defined strategy and a tiered approach.
We then also developed collateral that further told the story of each building, its individual offering and the part it played in the bigger story.
Alongside this we created retail precinct leasing collateral and our display suite strategy helped to future proof the space for each of the following stages. Together, it meant we were able to seamlessly expand and evolve the East End story, keep it fresh and ultimately keep the market engaged.
We created a comprehensive series of videos and developed content to help us tell the fascinating East End story, from its very first seed to the full completion – everything from location to the vision and all the way along to every last team member involved.
We also cleverly re-purposed the old David Jones Display Windows in our display suite and turned them into our very own centre piece on Hunter Street. We commissioned local artists and suppliers to help create 3-dimensional sculptural installations that showcased buildings and told the local lifestyle story.
Design Challenge
The biggest challenge with East End was engaging with the local market, and changing the pre-conception that the east end of Newcastle had seen its hay day and was empty, lifeless and old. By taking those very old buildings and highlighting the history and beauty in them, by adding colour and life to a large and dynamic display suite, including vibrant window displays, we brought colour and life back to the area.
User Experience
East End is about a new life. Creating something new while still embracing the old. And building a community that reflects a revitalised modern city, just minutes from the beaches and harbour.
The biggest point of difference with East End is the creation of an entire retail coastal village. It’s a project on a grand scale, stretching across four city blocks with a perfect blend of residential, retail, entertainment and dining and a few surprises in between.
The true innovation lies in the connection to the city’s heritage and people with the vision for its vibrant future. Creating targeted and engaging content to tell our story was key. Using online, video, social media, print, TV and our display suite, we’ve brought this complex East End story to life.
It worked. Perkins & King sold 33% and Washington House 90% on the same launch weekend. Later Fabric House went to market and sold out 50% on launch weekend.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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