In the 2019 Driven x Design awards celebrating designers, thinkers, and strategists – ICD Property’s project Gen Fyansford won the category of Best Marketing – Event Experience.
Gen Fyansford is the largest development ICD Property has undertaken to date and is Geelong’s largest infill land estate. The site is located five minutes from Geelong’s CBD and neighbours the prestigious suburb of Newtown where the region’s most sought after houses are located. A $200 million joint-venture project with one of Thailand’s largest property developers Supalai supported by Gersh Investments, Gen Fyansford is expected to be completed in 2024 with a total of circa 1,200-lots and an ancillary town centre featuring commercial assets.
To launch the premium Pinnacle Newtown lots that sold for near million-dollar prices and offered sweeping panoramic views, ICD Property – in collaboration with PR agency Brand Bureau, marketing agents Traffic, and sales agents RPM Real Estate – devised a luxury marketing experience.
Given the exclusivity of the Pinnacle Newtown lots and their associated price-point, it was important to create a brand that carried the gravitas needed to communicate that this stage included Gen Fyansford most premium lots due to their location bordering the Newtown postcode and multimillion-dollar views. Whilst this was a separate entity and would be marketed accordingly, a physical relationship to the overall Gen Fyansford masterbrand still needed to be maintained.
</br> The result was the creation of Pinnacle Newtown’s cool grey colour scheme incorporating Gen Fyansford iconic peach tones and a unique auction experience whereby successful purchasers received a helicopter ride showing the breathtaking views their future home would offer.
To read more about Gen Fyansford’s successful Pinnacle Newtown auction please visit:
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