The Opportunity
Dockside, at Port Vincent Marina on the Yorke Peninsula, is a $40 million residential and commercial project developed by Adelaide-based Lillis Group. The development sets a new benchmark for waterfront living and includes a five-storey apartment complex complete with retail, floating cellar door and co-working space, together with townhouses and floating homes.
Only a 2-hour drive from Adelaide or a 4-hour sail from North Haven, Dockside was looking to target holiday makers, investors and boating enthusiasts to purchase within the marina development which has stood dormant for many years. Furthermore its vision was to become a destination in its own right and a catalyst for regional tourism and service operators to drive economic activity in the region.
Our Approach
Our strategy drew inspiration from the untouched nature of Port Vincent and the Southern Yorke Peninsula, with its beautiful coastline, farming land and waters ideal all year round, together with the broad offering from apartment living to the unique floating homes and cellar door.
The brand needed to be vibrant, adventurous, bold, best in class, relaxed, graceful and crafted. The sales program was also supported by publicity and advertising at key milestones, including the initial launch of the townhouses and floating homes.
Our role included:
We began our partnership with a workshop, identifying the audiences, what they valued, the brand attributes, key messages, personality and positioning – Where life meets the sea.
- Brand workshop and strategy
- Brand identity
- Design and production management of signage, collateral, stationery and sales materials
- Photography
- Video production
- Publicity and media relations
- Print advertising
- Email marketing
The Outcome
Since launching Dockside’s new brand and marketing program, awareness and engagement has grown significantly and has been met with overwhelmingly positive feedback from both the local community, the boating community and prospective buyers.
Targeted media coverage which resulted in articles in The Australian, The Advertiser and specialist publications increased website visits by 10x the average.
Dockside’s database also doubled as a direct result of media coverage, providing a strong platform for ongoing marketing, with the first email newsletter since the rebrand provided an uplift of 3x the average website visits.
Development Director Peter Villis said “communikate have provided a very clear marketing framework for Dockside Port Vincent, confidently and masterfully clarifying the vision and character of development. The developed Brand Story crafted by the team for the project inspires every stage of the development. The skill sets of the individual team members is legendary and the seamless working connectivity between the team functions provided a great business experience.”
