Monterey – Allam Property Group
This is the life.
Challenge
Allam Homes engaged Traffic to create the brand for their new over 55’s Land Lease Lifestyle division to work alongside their highly successful hassle-free Turnkey homes “Ready Built Homes” and development business.
Solution
Traffic worked alongside the Allam Property Group marketing and development teams to craft the new brand story and to relieve the lack of understanding around land lease living with the older audience and communicate the financial benefits, lower cost of living, a better quality of life with safety and security, make new friends within the community, live an active lifestyle within resort-style facilities and most importantly free up capital. Traffic created a new positioning for them “This is the life” that now works across the Lifestyle brand.
The benefits of Land Living:
No stamp duty
No exit fees
Affordable luxury
Retain capital gains
Ideally located resort-style living.
The new Lifestyle brand framework in the over 55’s lifestyle community category enabled Allam Property to stand apart from its competitors and ensure the brand was flexible for individual developments to communicate their own unique proposition, starting with Monterey. “This is the life” is about capturing those wonderful moments of realisation when residents utter to each other “this is the life”. Whether relaxing by the pool, involved with the vibrant community, exploring the surrounding nature or venturing out and about, the creative communicates that’s the life at Monterey is the life residents have always dreamed of.
The elegant design is a visual representation of the location within the hinterland with a vibrant green colour palette and carefully selected imagery to depict the lifestyle at Monterey. “An exceptional way of living for the over 50s”.
