Create a name, brand and integrated media campaign for 111 Mary Street Brisbane, a mixed-use residential project comprising a 5-star luxury hotel, 167 residential apartments and a vibrant 4-level retail podium. The development team’s vision for success however was for more than a successful sales campaign – they were looking to deliver a new destination in the Brisbane CBD.
111 Mary St was a brand new and unique concept in the context of Brisbane and the name Mary Lane allowed us to market the project as more than a hotel and apartment building but rather a vibrant destination that is unlike anything else. In order to sell the idea of living on top of a 5-star hotel to our target audience, we needed an idea that emphasised our point of difference but at the same time made it easily relatable to our buyers.
The campaign idea tells a story about a place at the heart of Brisbane’s CBD that you can MEET, DINE, STAY, LIVE & PLAY. At the centre, is a young woman (Mary) who we use to tell the story of living a 5 star life. Mary lives at Mary Lane and through a portrayal of her life throughout the campaign, buyers get a sense of what it is like to live at Mary Lane in a way that is aspirational, unique but relatable.