Cbus Property: Collins Arch

Launching a future icon, Collins Arch

The challenge

The campaign to drive sales and leasing for Cbus Property's iconic Collins Arch had to be as transformative, innovative and world-class as the project.

We needed to tell the world, not just Melbourne, about this special collaboration between Woods Bagot and NYC architects SHoP that will result in the largest mixed-use precinct in Melbourne since Federation Square.

What did we do?

We recruited paid media, optimising the mix daily, to ensure Collins Arch and dozens of other monikers and search terms produced the project’s web page, driving strong ROI that commenced on the day we launched the project to media with a sod turning attended by Victorian Planning Minister Richard Wynne and former premier Steve Bracks. We transformed the language used in property campaigns, pioneering show apartments over display suites and drove interest through affluent stakeholder networks.

What did we achieve?

  • 3065 clicks to the website in one month
  • $1 million media coverage in one month
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Melbourne Square, Southbank https://www.bastioncollective.com/bastion-effect/work/australia-108-world-class-global