The Heysen – Property marketing
Connecting a truly unique location with a conservative demographic
Historically, Turramurra has been characterised by an older population with a median age of 43 and 14.8% of residents in the 60-74 age group. Working closely with developers Aqualand we first established two key audience groups – the ‘Conventional Family Value’ and ‘Traditional Family Life’ segments. Both look for security, reliability and a solid reputation when purchasing.
researching and investigating the conservative demographic to UNCOVERING INSIGHTS to drive CUSTOMER ACQUISITION
This conservative demographic target market led us to the idea of ‘the timeless beauty of nature’ and the underlying message suggesting that trends may come and go but the development’s northerly aspect and the mighty gum trees will be there for another 100 years.
Set amongst the trees in the leafy backstreets of Turramurra, the key marketing pieces centred on simple everyday moments, waking up in beautifully appointed spaces flooded with natural light. The rising and setting of the sun, the changing of the seasons. The delicate play of light filtering through the leaves.
‘The Heysen’ refers to early Australian landscape painter Hans Heysen – considered to be among the first Australian painters to capture the Australian landscape with a ‘general impression of colour’. In the early 1900s Heysen became a household name for his watercolours depicting monumental Australian gum trees.
A consistent narrative
The sales brochure, website and advertising centred on simple everyday moments, waking up in beautifully appointed spaces flooded with natural light. The rising and setting of the sun, the changing of the seasons. We also brought the brand story to life in film we created, produced and directed.