IvyStreet partnered with Lotus Living upon the purchase of a failed regional residential project, inclusive of a 9-hole golf course on the banks of Lake Mulwala, Yarrawonga. A project that has since been transformed into a destinational residential community and lifestyle resort.
IvyStreet navigated two distinct periods in the development of this project. The first stage built consumer confidence while rebooting sales with an aggressive retail campaign.
As the developer delivery matched their communicated vision, the brand was repositioned to reflect the offering which now included the Black Bull Championship Golf Course, boutique hotel Sebel Yarrawonga and a proud Silverwoods residential community.
A research and strategy program was undertaken, creating buyer personas and sales funnel mapping which identified marketing opportunities to reach a complex audience.
The repositioned brand messaging, encompassing a complete lifestyle offering for residents, locals, visitors and investors was communicated within the adaptable, “Live, Play, Stay” brand positioning.