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Signature is a development of 263 apartments by Little Projects, located on Australia’s Gold Coast. This was Little Project’s first entry into the Queensland market, so the campaign had to establish the development as a legacy project that would set the standard for all future developments. It also had to overcome the many negative perceptions of the Gold Coast area as Australia’s Las Vegas, and associations with the slightly seedy nearby Surfers Paradise. And all this in the context of an already competitive and saturated market.
Signature, as the name suggests, embodies the distinct character of Broadbeach lifestyle and the status of a legacy project. The target market was made up of predominantly owner occupiers and early retirees, so to appeal to this older demographic the campaign focussed on what would matter to them most; infinite horizons, unlimited amenity, eternal elegance, countless connections and endless opportunities.
The photography emphasised the never-ending beach horizons and park life, contrasted with the buzzing nightlife. This ‘dawn to dusk’ concept was reflected in a contemporary brand palette and a vertical line device reflected the never ending beach-front horizons. The campaign also gave buyers an insight into the previously unknown Little Projects by using quotes from their team throughout the campaign. These were featured in the brochure on beautiful transparent divider pages that perfectly captured the feeling of a warm Gold Coast breeze.
The campaign successfully painted a new vision of the Gold Coast, reframing the location as a sophisticated lifestyle destination. Extremely high numbers of enquiries were received with 30% of the apartments sold in 3 months. Onsite display is regarded as setting a new benchmark in quality for the Gold Coast.