The pinnacle of luxe urban living
Situated within The Orchards one of Sydney’s largest and most anticipated masterplanned communities, Aire occupies a premium position with direct access to Castle Hill Country Club.
Our goal was to identify and connect with our buyer – an astute and savvy audience with high expectations of luxury & quality.
All in a word
Our approach for the naming of Aire was focused around the sites unique position and elevation. The endless fairway views and abundant blue vistas on offer directly connected with the product, a fitting name for the building.
The brand positioning was developed around the essence of all of these elements and speaks directly to our buyers. ‘Timeless Living’ reflected our audience’s life stage and appreciation for interior design, art and a luxury lifestyle.
Refined & relaxed
To capture a sense of openness and calm we treated the logotype with an effortless spaciousness. This was complemented by gradients and a soft palette that reflected the sky and clouds surrounding the apartments. The art direction for our brand shoot was to capture ‘Timeless Living’, classic luxury that endures.
A premium and contemporary aesthetic for the brand was paramount in order to complement the architecture and lush landscape design. White space is used in abundance to represent the size and luxury scale of the apartments.
There is something in the air…
Working closely with Sekisui House and their marketing team we crafted a phased launch approach for Aire. Progressing through teaser, launch and then various post-launch campaigns; each one targeted and tailored to our audience.
At a premium price-point and in a location where space and residential offerings are abundant; our launch campaign demanded cut-through. Elements of mystery were woven into the initial stages of the pre-launch campaign. A suggestive headline, custom URL and lifestyle-driven CGIs lead to intrigue, brand awareness and building demand in the project.
Walking on Aire
Launched to market, ‘Aire’ came to the forefront supported by exclusive imagery and a premium VIP experience through a considered sales office space. The Display Gallery was also mapped into a digital 3D tour to assist remote purchasers.
Our Aire Campaign was 80% digital and we’ve exceeded not only our lead generation targets but we’ve sold over 70% of the building and we only launched in March this year. I can highly recommend the Bullet team.
They are very efficient and are highly skilled.
Louisa Gocking, Sekisui House
The Aire project was a highly sought-after offering, with 80% of apartments sold 10 months after launch. Bullet’s KPI was to deliver 600 target retail leads over 5 months. The KPI was exceeded by 46%, with a total of 876 leads achieved over the campaign period.
Aire has been the most successful brand and campaign to date for The Orchards to date. Bullet and Sekisui House are currently working on the Stage 3 launch of this landmark masterplan.