About the Winner
Upper House by Aria, Aria Property Group was designed for marketing launch pre-COVID, with construction of $7m display suite incorporating an arrival experience & gallery, full display apartment, a replica wine bar & coffee lounge and a 10m x 3.5m video wall.
During COVID lockdowns, the Aria team used video presentations to make use of the facilities. At end of COVID lockdowns, the team reverted to their traditional marketing approach, with 80% of the building pre-sold by the end of October 2020.
Other key initiatives included a 24 hour “Aria experience”, where prospective purchasers view the project, tour previous Aria projects with an opportunity to speak with residents, and lunch with a senior Aria executive.
The judges were impressed with the thought and detail which have gone into to the project vision, display suite and marketing approach, which alone would have justified the project’s consideration as a national award winner. However, the marketing adaptation to a COVID environment and the obvious sales success make this project a worthy winner of the Marketing Excellence category.