Blueheath at the bower Nestled between the vineyards of the Hunter Valley and the beaches of Port Stephens and just thirty minutes from the Newcastle CBD, Blueheath at The Bower offers a fresh, new alternative to retirement village living.
GBD was engaged to deliver project marketing for Principle Living’s retirement village, Blueheath at the Bower, in Medowie. Launched just after the arrival of COVID-19, the project faced a restricted local buyer pool for 110 homes, slower property sales, tighter lending, and increased buyer hesitation due to market uncertainty.
To tackle these challenges, GBD developed an integrated advertising campaign to build confidence and drive enquiry. The campaign featured striking architectural renders, cinematic photography and a brand video using advanced CGI, blending real people filmed in a green screen studio with computer-generated environments to bring the vision to life before construction began..
The response was outstanding. The public launch event in March 2021 attracted so many attendees that a second event was needed. Within two months, over half of Stage 1 was deposited, and GBD continued to successfully market the village through subsequent stages to the final stage.
We have been delighted with the success of the launch of our greenfield site, especially given all the challenges that Covid brought.
Blueheath at The Bower with stages one and two selling out earlier than anticipated. It is a pleasure working with Jeff
McGarn and the team at GBD - we value their professionalism, proactive approach and their enthusiasm to work as an extension
of the Principle Living team. GBD helped shape the Blueheath brand and experience before we took it to market. Their
strategic approach to marketing and campaign activity created impact in the market and generated strong leads which
converted to sales. GBD’s experience in retirement marketing and the combination of creative agency and marketing services
all under one roof brings a level of insight and understanding that maximises marketing spend and ROI.
I appreciate their flexibility, willingness to trial new things and change strategies quickly to adapt to the ever-changing
business conditions and challenges we have all faced in recent times, GBD showed the same dedication for our project from
launch through to the final stage of sales.
David Kelly – Sales Manager, Principle Living