OtherThu 24 Mar 22

TUD Awards Winner: Excellence in Marketing Innovation

The fourth annual The Urban Developer Awards, in association with Trilogy Funds, recognises standout property industry performers from across Australasia.

The awards program is delivered digitally, replacing the previously-held black-tie gala dinner with our virtual celebration of content.

Today, we celebrate Excellence in Marketing Innovation.

This award recognises excellence in the sales, leasing, project marketing, public relations or corporate communications of an organisation or project.

The finalists for Excellence in Marketing Innovation are:

Kurraba Residences
Third.i & Phoenix Property Investors (PPI)
Thornton
JGL Properties and Theola
Hemingway
Hirsch & Faigen and Theola
Queen & Collins
Frost*collective & GPT Group
Melrose Park Village by Sekisui House
Sekisui House and Boston Marketing
DOTE: Dogs of the East
Fortis

And the winner is...

Watch the video to listen to a Q&A with the winner.

About this project

Queen & Collins was always going to be a hard sell for office and retail tenants during the pandemic, but Frost Collective chose to frame the site as an experience that was different from the perceived return-to-office experience most workers would be anticipating.

Frost Collective created an innovative marketing campaign to capture the imagination of Melbourne’s most savvy commercial and retail tenants, sending awareness and demand through the roof, and establishing Queen & Collins as one of the most sought-after workplaces on the market.

An intriguing teaser campaign, provocative videos, use of social media, an interactive digital leasing tool, and a precedent-setting VR tour via Zoom, all combined to deliver outstanding results in the face of COVID’s challenging and changing context.

They succeeded in leasing 32 per cent of office space and 64 per cent of retail space, despite four Melbourne lockdowns.

Project details

Queen & Collins comprises four heritage buildings: the 1887 Gothic bank, 1890s Safe Deposit Building, former Melbourne Stock Exchange and 1990s neo-Gothic tower.
The campaign went far beyond the traditional asset-led approach into a realm of intriguing and innovative initiatives that were ground-breaking for commercial marketing, as well as responsive to changing needs of the market.
The team were in constant discussion with tenant representatives, architecture firms and customers, leading to an innovative form of research that enabled a nimble response to the evolving needs of the market throughout Covid.