Eliston
A land of plenty awaits
Background
Eliston, a plentiful master planned community which Traffic launched in 2015, is now entering the last stretch of its sales cycle, with nearly 70% of its land now either sold or currently selling out. For a significant period of time post its launch, Eliston was the number one selling estate in Clyde, one of South East Melbourne’s busiest and most competitive suburbs.
To keep this sales momentum going, Traffic was asked to inject a fresh sense of vitality into the brand communications for this critical final sales period.
Strategy
Unlike its local competitors, Eliston is an established community offering its residents bountiful amenities, a new town centre to be launched soon, and a proposed Clyde train station – as part of the governments local infrastructure upgrades to the region.
As such, Traffic was required to create a new campaign strategy maintaining its launch positioning of Eliston as ‘The Land Of Plenty’, yet updating its design and communications to represent an established community offering its residents everything they could wish for at their doorstep.
Solution
Eliston’s initial launch campaign positioning ‘The Land of Plenty’ was revived with a whole new design and campaign direction implemented, utilising energetic custom illustrations created for the brand. Applications spanned signage, billboards, digital and social channels, print, collateral and a major refresh of the website.
