Creating a brand that will outshine anything else on the Gold Coast
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.
Gold Coast, Australia
We created the brand idea ‘Shine on’ to sit at the heart of the brand. This presented Jewel in a vibrant and positive light; one that would engage both investors and the wider public, and show how the development could enhance development across the country.
Our detailed positioning balanced the aspirations of UHNW international and domestic buyers, highlighting the unique lifestyle offer as well as investment potential.
In addition to driving sales, our strategy and communications delivered on two key objectives:
Boosting conﬁdence in the destination as a whole.
Launching the developer Wanda onto the global stage.
‘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.