Saintly Place

Background
Saintly Place is a 63 apartment development built by Branson Group on one of Melbourne’s most iconic sporting locations – the famous Flemington Racecourse, on the land where legendary trainer Bart Cummings stabled many of his horses.

Strategy
The naming and the brand identity was inspired by the name of one of Bart’s most famous Melbourne Cup winners – Saintly in 1996. The jockey wore black and yellow silks which were the basis for the brand identity.

Solution
A full launch campaign was planned and executed for this development, featuring brochures, collateral, hoardings, displays, activation events, website and digital assets.

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Traffic respectfully acknowledges the Traditional Owners of the land and waterways on which our offices are based – the Gadigal people of the Eora Nation (Sydney) and the Wurundjeri people of the Kulin nation (Melbourne). We pay our deep respects to Elders past, present and emerging, and extend our respect to all Elders and First Nations peoples across this land we now call Australia. We acknowledge First Nations peoples’ spirit, imagination and rich history of creativity that is an inspiration for us, and all Australians. We acknowledge the wisdom and strength of thousands of generations of First Nations peoples, as we begin our reconciliation journey. Always was, always will be, Aboriginal land.

The campaign that stopped a nation

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