EXCEEDED
EXPRESSION OF INTEREST TARGET BY 200%

THE NEED

Retire Australia creates retirement villages throughout Australia offering 27 communities with urban, beach and regional lifestyle choices.

‘The Verge’ was a new and unique concept; creating a luxury residence of ‘vertical living’ within the grounds of a premier Golf Club on the Gold Coast at Burleigh.

Our brief was twofold. Comprising 145 contemporary independent living apartments and 32 state-of-the-art care suites, we were commissioned at proof of concept stage to support ‘The Verge’ gaining development approval from stakeholders and club members. Par for the course, a brand identity, positioning and communication campaign launched ‘The Verge’ in 2019.

THE STORY

A life well played.

Retirement is a chapter in life worth looking forward to. Enjoying the fruits of labour. Kicking back. Living the dream. Making good on the bucket list. So, how do we communicate why ‘The Verge’ nurtures the best days of your life…still to come?

The development is a 99 year lease on the edge of the last fairway (18th hole) at Burleigh Golf Club. In the heart of the Gold Coast, from beach to hinterland, the location is integral to experience. And with golf buggies as a ‘go to’ from doorstep to Clubhouse, we believe retiring doesn’t mean slowing down.

Retire Australia needed a minimum 8 ‘Expressions of Interest’ in order to begin development. Part of our brand strategy was to secure EOI’s based on an attractive brand story and demand in market, creating content for the like-minded golf enthusiast or active adventurer.

The grass is greener campaign launched to success.

THE DELIVERY

The execution of a development at scale meant engaging our full team.

Brand & Campaign

From Brand strategy and positioning workshops, creative concepts, brand style guide and tone of voice to a digital portfolio of inbound and outbound content; website, EDM, video & social.

Launch

Display centre & customer journey mapping encompassed sales brochures, welcome packs & floor plans to press hoarding, wayfinding signage and POS.