Projects

Moonah Waters

Moonah Waters is a limited release of just seven prestige lots at The Point, Point Lonsdale. Set against a sweeping waterway and a 53 hectare conservation reserve, IvyStreet delivered a strategically led brand and marketing campaign that positioned the release at the top of the local market. The campaign was designed to create differentiation, drive desirability and build sales momentum at the project.

Client

Moremac

Industry

Property

THE CHALLENGE

Positioned as ‘The Point’s most coveted address’, the marketing strategy dictated the development of an aspirational sub brand, Moonah Waters.

Communicating the exclusivity of the release in comparison to local competitors and contemporary stock at The Point, the campaign execution would also provide an avenue to reach non-traditional audiences as a stand alone premium offering. The Moonah Waters campaign required a refined approach to both language and visual aesthetics increasing perceived value by focusing on an intimate connection with the natural environment.

SERVICES

Marketing Strategy

Campaign Creative

Copywriting

Performance Marketing

OUTCOME

Elevating an already celebrated community with environmental credentials, the campaign successfully positioned the limited Moonah Waters release as an exclusive opportunity – generating 1,600 landing page visits and 58 release-specific leads within the first 48 hours.

A digital campaign program including Meta and Google ads were combined with an eDM strategy to engage the existing database. All streams of the digital marketing campaign directed prospects towards a dedicated landing page providing a tailored brand experience in line with the positioning strategy for the release. Divided into segments, the database provided an opportunity to nurture two audiences. One series of eDMs were designed to upgrade leads from the primary list, while the second delivered a personalised ‘VIP’ experience to identified prospects.

AWARDS
2025 – Silver | Better Future Wild Design Awards
2025 – Silver | Better Future Australian Design Awards
2024 – Silver | Better Future Melbourne Design Awards