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Eynesbury Township

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THE FIRST NEW TOWN IN VICTORIA
GEO Developments

OVERVIEW

Eynesbury is Victoria’s first new town in over 100 years. Located in the western suburbs of Melbourne, Eynesbury is an exceptional development that harmonises with the bordering Grey Box Forest that creates an amazing entry feature into the town.

Eynesbury works in a highly competitive, market sensitive environment that must fulfil short term objectives while keeping an eye on critical long term deliverables.

During the early stages of Eynesbury’s life cycle, Extension was engaged to provide complete end-to-end strategic marketing solutions and brand management.

STRATEGY

The Eynesbury Township has an amazing feel that most visitors have an instant connection with. As the product continues to evolve, it provides some unique marketing and positioning challenges.

Extension has developed yearly and whole-of-life strategic planning for Eynesbury that maps marketing response and tactics through the development progress and key operational milestones.

Through strong relationships with the community, purchasers and accurate resident profiling, Extension has pinpointed key perceptions and motivations that acted to inspire those that purchased at Eynesbury.

The identified core competencies have driven creative execution of many successful and distinctive advertising campaigns delivered through cost effective and creative media channels.

As a result, Eynesbury has a very high level of awareness in the western suburbs of Melbourne and has achieved enquiry numbers and sales the envy of most.

Eynesbury is a success story that has rewarded GEO Developments for its wonderful vision for the township.

EXECUTIONS

Extension has successfully delivered online creative, press advertising, new land release collateral, radio, direct mail campaigns, internal and external signage, magazines, resident publications, DVD presentations, sales office refurbishment, point-of-sale materials, display village collateral and signage and many more items of collateral.

INSIGHTS

Working with Eynesbury through both strong and weak market conditions has taught us how to deliver success under challenging and varied conditions. A combination of good planning, relating to our audience through strong and clear communication, innovative and cost effective media schedules, timely and accurate implementation, strong project management and flexibility has resulted in a very strong and beneficial relationship with our client.