Jubilee: Celebrate 10 Campaign

Jubilee is one of the largest masterplanned communities in Melbourne’s western corridor. Located in Wyndham Vale and comprising more than 7,000 residential lots, the estate has delivered major amenities including Club Jubilee One, Australia’s first private indoor water park, a diverse retail precinct, childcare facilities, and a network of feature playgrounds and parks.

A messaging strategy was designed for campaign flexibility, adaptable as both photography and graphic treatment, and able to work seamlessly alongside the brandmark across all campaign touchpoints. The headline “Celebrate 10”, paired with the supporting line “A decade of belonging”, anchored the messaging. Language was tailored to highlight specific delivered amenities, such as “A decade of family fun” (parks) or “A decade of making a splash” (waterpark). All communication was framed through the lens of enhanced lifestyle and lived experience rather than bricks and mortar.

Campaign Strategy

Campaign Creative

Copywriting

Asset Guidelines

The campaign was required to deliver strong brand awareness via outdoor media, print collateral, and digital channels including the website and performance marketing. A concurrent promotional offer was also required to tie seamlessly into the creative concept, serving as a lead-generation driver within the broader marketing strategy.

Following a brief pause in marketing activity, the campaign served as a mini-relaunch designed to reassert Jubilee’s relevance within an increasingly crowded market, where large-scale competitors now offer similar delivered amenities. The challenge was to ensure Jubilee remained top-of-mind for purchasers. While many projects can now claim comparable infrastructure, Jubilee’s true advantage lies in its people. Resident interviews revealed a strong neighbourhood spirit, meaningful connections, and a genuine sense of belonging, qualities that continue to define the community’s success. The campaign therefore needed to bring this human value to the forefront, while also communicating the significance of Jubilee’s 10-year milestone.

The campaign concept was immediately embraced by the client and their marketing partners, moving into market within three weeks. A comprehensive asset guideline was developed to support both the internal marketing team and the performance agency, ensuring consistent rollout across all channels.

The strength of the idea became even more evident when it was organically translated into a physical activation at the resident celebration event by the project team. Key stakeholders were invited to apply their painted hand prints to a commemorative canvas, an extension of the campaign which now hangs in Club Jubilee One.

The Celebrate 10 campaign has become the an effective catalyst to position the project for the next phase of Jubilee’s development, including a new sales office and the launch of a second display village in the new year.