Jubilee Display Village Launch

Background
Jubilee is a new master planned community in the thriving suburb of Wyndham Vale with the development of Jubilee’s first neighbourhood, The Mill Quarter, well underway with residents already moving in. As well as the construction of land assets and homes taking place, the new Jubilee Sales and Information Centre and Display Village was also being built. We were tasked with marketing an event to promote the launch of both the New Sales and Information Centre, and the Jubilee Display Village.

Strategy
Our strategy involved two parts: driving awareness and traffic to the Jubilee Display Village through paid media channels and organic databases and platforms, and supporting the builders through marketing communications. We wanted to give this event its own identity and personality that enhanced the fundamental positioning of Jubilee and that is to exceed expectations of what is delivered. We planned to achieve this by penetrating appropriate media channels such as radio, print media and digital platforms to engage our key audience and especially build momentum gearing towards the event.

Solution
The event was named the Display Village Grand Opening Festival which captured the essence of both the Display Village and the unexpected festivities to be unveiled on the day. The Jubilee Display Village Festival – featuring water balls, a large water slide, ferris wheel and food trucks – was true to it’s essence and delivered an event that well and truly exceeded expectations with over 2,500 people in attendance. The 28 display homes on show were inundated with foot traffic throughout the day as people took their time around new The Mill Quarter grounds; being inspired by both the joys of the festival and the beautiful homes on display.