Grosvenor Place is an iconic and premium grade commercial tower in the heart of the Sydney CBD. As a result of 5 floors (9000 sqm) being available for lease, the property agents required a leasing campaign to help attract new tenants. The key selling point of these vacant floors was the planned modern refurbishment and also the terrace balconies with green gardens and spectacular harbour views.
In order to make property marketing more emotive, it’s not just simply showcasing and promoting the vacant space. Rather the goal is to focus and sell the experience within that space. Furthermore an organisation's most valuable asset arguably is its employees, and therefore, business owners/managers should be encouraged to choose an office space that promotes the health and well being of its staff.
Based on these insights, the art direction uses strong imagery of people combined with a photographic double exposure effect of the greenery from the terrace balconies - the unique selling attribute of the office space. The headline 'Uniquely Grosvenor' and also the campaign messaging further emphasises this notion of uniqueness and well being.
MediaCom Beyond Advertising
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