The Point, Point Lonsdale
Neighbouring the serene coastal village of Point Lonsdale, The Point is a unique residential offering incorporating extensive waterways, wetlands and manicured parks. One of the Bellarine Peninsula’s best-kept secrets, The Point was perfectly placed to be universally celebrated.
Over a seven-year period, Moremac Property Group has transformed a boutique community in the coastal haven of Point Lonsdale into The Point, an award-winning residential project with matching environmental credentials.
IvyStreet was tasked with repositioning the brand to reflect the quality of project delivery and its place as the premier community on the Bellarine Peninsula. A comprehensive research and strategy program identified opportunities to reach beyond local families by creating an emotional connection with a new audience. Not limited to a statistical demographic the “Remarkable” brand campaign targeted ‘serenity seekers’, challenging local perceptions and intriguing an extended metro audience.
To achieve the goals of the marketing strategy, the new brand and all touch points were elevated to reflect the level of quality and surroundings not found in any other location.
The integrated brand campaign included performance and content marketing and utilised the flexibility of digital channels to both celebrate the community on the ground, but also put Point Lonsdale on the map for the new audience. Aspirational still and video imagery were an instrumental tool for the execution of the “Remarkable” messaging pillars, lifestyle, sustainability and community across print and digital collateral.