Coronation Property
The Paper Mill

Setting sail for
new futures
in housing choice
and quality

Services:
Sectors:
Team:
The challenge

01

Coronation Property’s vision for the Paper Mill promised not only a new development, but a new precinct. Their vision to foster pride in this part of South Western Sydney embracing a diverse local community of buyers, was unprecedented outside the Sydney CBD. It understood the enormous opportunity to marry contemporary architecture with the Georges River location and its heritage as Australia’s oldest paper mill.

 

Our brief was to deliver the ‘better’ that would make the difference. We needed to capture all the hope and promise of this flagship development into a brand and marketing campaign that genuinely changed the Liverpool housing market for good.

From the start, Coronation wanted to build not only a development, but a genuine community.

Our thinking

02

With a client so passionate about the community, it was only natural that our thinking needed to come from the place and its people. Extensive local community engagement meant we truly got under Liverpool’s skin, and laid the foundation for the locals themselves to participate in the marketing so they could be part of the process of driving change.

 

This perfectly embodied our idea behind the brand, which was all about the power of partnership and working together to create mutual success.

Creative

03

Every movement needs a symbol, and in this case we developed the perfect emblem – a paper boat, combining the elements of paper, river and setting sail for a new future.

 

The paper boat appeared on every step of the customer journey, including brochures, print and digital advertising, video, hoardings, website and the bespoke display pavilion.

 

 

 

 

The logo itself was inspired by the rolls of paper once produced on site, giving a further sense of place and authenticity.

 

Then we got to work on creating with the community. Children from a local early learning centre painted and folded paper boats that appeared on brochures, hoardings and more; artists created a 1.5 tonne steel paper boat sculpture; and a paper boat installation of hundreds of paper boats made by children from a local school suspended on fishing wire was installed in the display suite. Photos and quotes of people from the local area featured in the marketing, so that it captured their voice and belief in the area.

Joe Nahas
Managing Director
Coronation
Frost* Place’s work delivered on our vision for a development where people unite and communities form.”
  • 100+

    registrations within the first stage

  • 126

    apartment sales after 10 days

  • 90%

    of sales coming from the local area

Recognition

05


Winner – 2017 UDIA Excellence in Marketing Award


Winner — NSW Meriton Awards for Excellence


 

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