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Mary Lane

Project Overview

Aligning with modern demand for Brisbane as a ‘new world city’, Mary Lane offers luxury and exclusivity in Brisbane CBD. The new development, from Colliers International, will sit above the first Westin Brisbane, forming a relationship with the internationally renowned luxury hotel brand. One, two, and three bedroom residences and luxury penthouses deliver a designer lifestyle while presenting views across Brisbane city. Mary Lane combines luxury, sophistication, and world-class facilities with the convenience and exclusivity of a CBD location.

Strategy

Mary Lane has the potential for a number of focal points, which we have centred on at different stages throughout marketing. The key strategies have focused on selling the combination of exclusivity, luxury, and convenience that Mary Lane provides – accommodating to a time-poor, high demand target audience. The campaign has also supported the benefits of this unique living composition above 5-Star hotel accommodation and the opportunity to be in partnership with an esteemed brand such as Westin.

Execution

  • Refresh brand strategy
  • Print and digital campaign
  • Project website
  • Promotional video
  • Sales display video
  • Campaign management
  • Creative for direct mail, print advertisements, signage & public relations initiatives