Holy Spirit Care Services
There were two reasons apartment sales had stagnated at Holy Spirit Boondall. The first was the name: a brand associated with care facilities, together with a less affluent suburb, hindered the appeal of the complex. The second problem was the positioning of the development as a retirement complex, which our target market equated to ‘old people’s home’.
We repositioned the development in line with our target market’s sense of life and style. Gone was any connotation of retirement home, and in its place was the expectation of an executive-style apartment development for all ages – that just happened to have Holy Spirit care onsite.
The branding was developed around the aspirational thinking of ‘one day’ – looking forward to a lifestyle earned through decades of hard work. The campaign featured TV, outdoor, digital and press, supported by a full suite of sales tools.
Sales targets of one apartment sale/resale a week were met or exceeded throughout the campaign.