Portman on the Park launched against the backdrop of a global pandemic, with international borders closed and Australia’s economic recovery far from certain. Add to that, a summer of choking bushfires, and the decision to pursue WELLv2 Certification was not so much bold as glaringly obvious.

As the first residential building in Australia to seek WELLv2 Certification, globally recognised measure of the impact of the built environment on human health and happiness, Portman on the Park includes features such as majority dual aspect apartments for cross-flow ventilation, filtered air, filtered water, natural light, options for tunable light upgrades, connection to nature, proximity to open green space and leisure and fitness activity, shared spaces to build community.

Adopting wellness as the architectural design language, Mirvac made physical and mental wellbeing the focus of its marketing strategy, tapping into the zeitgeist of 2020-21, but more pointedly zeroing in on an owner-occupier demographic that was typically young, tech-savvy and self-aware.

Setting a high bar for tech innovation, Mirvac broke from traditional marketing to offer a truly immersive experience at its on-site Display Gallery, dazzling in its distortion of sensory perception. At every pass, the wellness attributes of Portman on the Park have been highlighted, under the banner of its key marketing proposition, Pure Luxury Living.

Cautiously testing the depth of a post-pandemic market, Mirvac initially adopted a below the line marketing strategy targeting its large, loyal VIP customer database. An expression of interest campaign drew a response many times greater than expectation and the VIP launch delivered a healthy platform from which to continue sales.

The public launch was supported by a Grand Opening event, generating not only sales but talkability to support future releases.

Judges Comments

At the Portman on the Park, Mirvac and Landcom crafted an excellent strategic marketing approach, full of creativity and innovation. Capitalising on great insights from extensive focus group research they were able to create an extraordinarily strong execution campaign that enticed the buyer through a number of key touchpoints. The most phenomenal one being their experiential display. In a Covid restricted world their use of immersive spaces, interpretative walls and ultramodern avatars engaged buyers in an intimate and ultimately successful sales journey.

Their balanced and well-structured approach centred on evocative story telling. The Judges rated that element of their execution plan – 10 out of 10.

Coming home within budget and meeting all their set ROI’s Portman on the Park is a shining star in property industry marketing in a very troubled period. The Judges thank Mirvac and Landcom for this outstanding piece of work and congratulate them as the worthy winners of the 2021 UDIA NSW Crown Group Award for Marketing Excellence.