Challenge
Create and introduce the Mt Gilead brand to market and launch Stage 1 of the greenfield development.
Idea
Create a celebrity brand association with Maggie Tabberer and Viceroy Mount Gilead generating a strong public awareness campaign that is further complemented by a media launch at the Opera House.
Results
The campaign resulted in unprecedented off-the-plan sales in the retirement industry, with 70 ILUs to the value of $25 million selling within 4 months.
