Creating a brand that will outshine anything else on the Gold Coast

Insight
Chinese developer Wanda Ridong wanted to ignite a new era of growth and development with its Gold Coast property. They sought our help to position Jewel as a masterfully-crafted asset for global buyers, as well as a catalyst for the local community for generations to come.

Idea
We created the ‘Shine On’ brand to position Jewel vibrantly, engaging investors and the public, while showcasing its potential to enhance development nationwide. Our positioning balanced the aspirations of UHNW buyers, highlighting lifestyle and investment potential. In addition to driving sales, our strategy boosted confidence in the destination and launched developer Wanda globally.

Impact
The Australian’ newspaper identified Jewel as a notable element of the Gold Coast’s post-Commonwealth Games development pipeline. The project will help meet demand for high quality living, as well as support the tourism sector, which is an important part of the local economy.