Project Overview

The campaign for Tailor’s Walk challenges the traditional perception of Botany as an industrial suburb, to showcase the area as an evolving and vibrant neighbourhood in Sydney’s South-East, just 10km from the CBD. Key themes of craftsmanship and community underpin the campaign, demonstrating the quality of the Frasers Property development and the lifestyle on offer. Local artisans and long-term residents provide a genuine perspective on the area and represent an existing and real community spirit, while a fully immersive Sales and Display Centre enables buyers to experience the product first-hand.

Project Commissioner

Frasers Property Australia

Project Creator

Hoyne

Project Brief

Botany has traditionally been recognised as an industrial hub rather than a residential community. However, with significant urban development occurring over the last decade, the suburb is under transformation. The marketing strategy recognised the need to challenge these inherent perceptions, and demonstrate a “new Botany” and a new quality of development in the area. Tailor’s Walk could not simply be seen as a development; rather it’s a new community that fits seamlessly into an established neighbourhood. Importantly, this needed to feel authentic and real to capture the interest of a wide network of potential buyers, in particular young couples and families. This meant embracing the rich heritage of Botany and its existing community, while showcasing the emerging diversity of amenity and lifestyle on offer.

Project Innovation/Need

The campaign embraced the existing neighbourhood and the evolution underway in Botany. The promotional video includes interviews with local business owners and established residents to bring the community to life and provide a genuine perspective on all that Botany has to offer. The “For the love of Botany” event where the local community was invited to celebrate their love of Botany, allowed us to generate greater sales among locals by drawing them into the Sales Centre and create excitement around the development. It also provided a mechanism for community engagement, where we could answer local residents’ questions about the development. The event also launched the “Botany Secrets” art project where visitors were invited to share their top local secrets from the area with the best entry winning a Chappelli Bicycle. This interactive art piece, which has the capacity to house 100 ‘secrets’, is now live within the Sales Centre where the secrets from the local community are on display for future buyers to view and see why Botany is such a great place to live.

Design Challenge

Botany has traditionally been recognised as an industrial hub rather than a residential community; the key challenge for this campaign was to change this perception, and communicate the revolution taking place in the area. The campaign had to articulate that Botany offers an Eastern Suburbs lifestyle without the traditional Eastern Suburbs price tag. The front corner of the Sales Centre has been wrapped showcasing a large scale CGI of the building positioned in this location, giving visitors a visual in-situ representation of the architecture and landscaping. The Sales and Display Centre provides an immersive experience for prospective buyers. The terraces were identified as critical to the sales process and so a scale version of the kitchen, living and outdoor space has been created on the ground floor, with a 2 bedroom apartment recreated on the upper floor. Materiality and texture are demonstrated throughout, providing an insight into the authentic character of the architecture. This tangible and tactile approach immerses visitors in the display and provides confidence in the craftsmanship and quality of the final Frasers product. Printed collateral uses raw and natural finishes to reflect the authentic character of the product and the heritage of the site.

User Experience

The launch of Tailor’s Walk received a strong response and has achieved a consistent weekly sales rate exceeding set financial targets. The launch of the Tailor’s Walk Facebook page generated awareness and leveraged the local Botany community. Through careful management and ongoing attention, the page now has over 1,000 ‘likes’ and has established an alternate platform to connect and engage with customers.