Hot on the heels of Ingenia Lifestyle’s successful debut greenfield development, award-winning Latitude One, the brand has been awarded another Marketing Excellence award. GBD was once again selected to develop the creative strategy for Ingenia’s second greenfield site at Woolgoolga, known as Plantations.
Located in the area of Coffs Harbour on NSW’s Mid North Coast, the property will comprise 196 premium homes with a modern gold class resort-style community. This is the second ‘Gold Class’ community for Ingenia. The vision for these over 55s land lease communities is to create beautiful homes that are affordable, with social spaces in the community to enrich the body, mind and soul.
GBD built a research-backed suite of collateral which centred around the gold class experience. From the inception of the campaign, the storytelling unfolded via fresh and innovative design, compelling copywriting, along with art directed architectural renders and photography. Starting with an integrated expression of interest campaign to intrigue the market, the messaging progressed to a series of communications with more detailed project information. The campaign was a great success with over 1,000 qualified leads generated in the first 12 months.
The project launched in mid 2018 with initial events attracting more than 300 locals, far exceeding attendance expectations. Very high campaign engagement indicated that the messaging was relevant and targeted, providing the sales team with interested and qualified leads.
The response to the marketing has enabled sales objectives to be achieved months ahead of schedule with a very healthy pipeline of leads. So much so that successive stages have progressed and been released earlier, keeping construction rolling for the development.
Jeff McGarn, Managing Director of GBD Seniors Lifestyle Marketers commented, “GBD was thrilled to work with the Ingenia team on developing a successful marketing campaign for Plantations. It was very gratifying to see them win the Retirement Living Council’s award for Marketing Excellence for a second successive year.
“It’s a credit to Ingenia’s commitment to push boundaries in the industry with a new style of over 55s living. The gold class communities offer a stunning product that is elegantly designed and offers a very attractive lifestyle.”