Spyre
Media Event
Spyre’s luxury flagship development, Moray House, garnered positive media buzz, yet no tangible glimpse was available beyond architectural renders. To bridge this gap, Spyre collaborated with We Are Brooklyn to host an immersive media event, staged within a custom display home mirroring Moray House’s design and floor plan.
This occasion offered media representatives an opportunity to:
Engage with a physical manifestation of the property
Delve deeper into Spyre’s brand essence and the project’s distinct qualities
Simultaneously, it empowered Spyre to:
Forge valuable relationships with pertinent media outlets
Personally unfold the brand narrative and insights into Spyre’s journey
Identify potential new channels for press and media exposure
The Challenge
The strategy revolved around a physical display experience, providing an authentic touch to the property's digital impressions, which included exclusive previews and experiences such as a state-of-the-art car lift simulation.
Key attractions were curated to ensure journalists' engagement, including:
Interactive property tours
Direct dialogue with Spyre's creators and collaborators
Behind-the-scenes insights exclusive to the event
We Are Brooklyn:
Developed an integrated event and media strategy outlining the PR objectives and methodologies, segregated into pre-event, event, and post-event phases.
Were responsible for designing all event collateral, such as marketing material, signage, and invitations.
Assembled a list of key media outlets and managed RSVPs.
This strategy not only addressed the visibility challenge of off-the-plan properties but also catered to the evolving digital-first media landscape, bridging the divide between online buzz and tangible allure.
Post-event, outreach involved targeting five key buyer profiles (Luxury Lifestylers, Interior Design Lovers, Prestige Real Estate Players, Prestige Car Owners, and Travelers), across diverse media, with a concerted focus on luxury lifestyle and prestige real estate sectors. A strategic press office coordinated all media relations, establishing KPIs for reach and engagement, ensuring the narrative permeated through the market, enhancing Moray House's stature in luxury real estate, and capturing the discerning buyer's imagination.
The Approach
This proactive engagement was instrumental in maintaining media attention and translating it into sustained buyer interest. The multifaceted approach not only heightened Moray House’s allure, but also secured an enormous reach exceeding 171 million, significantly bolstering interest and generating demand. The strategic PR efforts resulted in an impressive pre-event pitching achieving 92 million in reach, with post-event activities culminating in a staggering 78+ million in media reach.
Moreover, the campaign's impact on sales was substantial, achieving a 50% sell-out by the end of that year. This milestone evidenced the campaign's potent combination of innovation and strategy in translating marketing efforts into actual sales.
This effort successfully amplified brand awareness and fostered positive brand sentiment among Spyre’s primary target demographics.
The Impact
Uniquely positioned in Southeast Queensland, Spyre has transformed luxury living through meticulously crafted properties. As a prominent Australian residential property developer with a portfolio exceeding $850 million in value, Spyre specialises in securing one-of-a-kind locations and contributing significantly to luxury construction projects in Australia. Their mission is to redefine the standard of luxury for aspirational buyers by creating personalised havens that enhance residents’ lifestyles.