Two hours north of the glitz and glamour of Gold Coast sits the beautiful Sunshine Coast, where things are calmer, peaceful and natural. Developing a new residential area means an array of new collateral is needed, including a name. Taking inspiration from the serene surroundings, Martins named the new development Harmony and underpinned it with a brand strategy that has seen every facet of its interaction with homebuyers embrace refreshing authenticity.
Harmony needed integrated brand awareness from traditional advertising such as radio, tv and press to digital marketing, social media and eDMs. Once Martins conceived the brand development and strategy, the Environmental Design team at Martins selected the most appropriate location for the all-important sales centre. Martins vision was for the centre to become a Destination Hub that would bring the Harmony vision to life and draw the wider target audience to the project and for them to arrive feeling a true sense of harmony, a place that calmed and enlivened the senses. The destination hub incorporates a lush garden oasis surrounds, café, project office and display village with interactive play and outdoor art gallery.
Martins work with Harmony went on to win an array of awards including a triple crown of AMI (Australian Marketing Institute) National Awards for Excellence for Best B2B and B2C Marketing, Best Property Marketing and Best CX Management Strategy. Properties have sold in record times, with exceptional price growth, while at the same time facing fierce competition from one of Australia’s largest projects.