Clever campaign attracts huge interest in $ 26.4M penthouse
BY CASSANDRA GLOVER Wiesner Property Principal Jeremy Wiesner and Ray White Projects Managing Partner Eddie Mansour .
When you ’ re marketing Bondi ’ s largest single-floor penthouse , your strategy needs to be big and bold .
Ray White Projects Managing Partner Eddie Mansour and co-agent Jeremy Wiesner from Wiesner Property coordinated a campaign for the $ 26.4 million AYA Penthouse which resulted in three potential buyers .
Part of the Aqualine Bondi Beach apartment building , Eddie said he knew the penthouse deserved its own marketing campaign .
“ We had it on the market for a short period under the Aqualine brand but knew it deserved to have its own identity as it was targeting a very different buyer ,” Eddie said .
“ Knowing we wanted it to stand out and be promoted as a campaign in its own right , we engaged Studio Nota creative director Nina Harcus , who I had recently met , who had spent five years in New York creating marketing campaigns for new buildings .”
With a marketing budget of more than $ 250,000 , AYA Penthouse was launched with a vibrant cobalt blue theme and the tongue in cheek slogan “ In Bondi Beach , size does matter ”.
“ I was reluctant to go with the tagline at first given that we were seeking a buyer in the vicinity of $ 26 million . I wasn ' t sure it would resonate but the more we worked through it the more it made absolute sense ,” Eddie said .
A stylish event was held to launch AYA Penthouse , and in the lead up , Eddie and Nina designed and sent out stunning PR boxes to special guests , featuring Bondi salt water gin and a video commercial introducing the penthouse .
The event was hosted at Bondi Liquor Co where Eddie and Nina rolled out the blue carpet to welcome guests .
“ We sent out 100 boxed invites to VIPs , high net worths , influencers , buyers ' agents and local agents , plus an additional 50 digital invites ,” Eddie said .
“ We held the event in the distillery which was 50 metres down the road from the site itself ."
Two signature AYA cocktails were offered by the mixologists on the night with a AYA goodies bag - A1 sized floor plan , " size does matter ” bag , and an AYA blue beach towel for guests .
“ We had our two VR headsets in the back area which allowed guests to do a walk through of a one-to-one , digitally rendered layout of the penthouse , a sales tool we continue to use ," he said .
“ The goal was to create awareness of the project and officially launch it to the marketplace as AYA .”
“ As part of launching the penthouse we wanted to create a campaign that would be talked about and get noticed .”
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