Pradella Developments
Property Relations

Our Role:

BWH was appointed to provide strategic marketing communication advice, media relations, project launch event management and to develop corporate and project marketing materials for Pradella Developments, a leader in Queensland’s property sector for over 45 years.

Strategy:

Through strategic planning and research, BWH has developed a targeted media relations campaign. Creative direction given to all marketing collateral, including newsletters and advertisements, ensures a consistent visual presence in the marketplace and increased brand recognition.

Communication Initiatives:

The following communication tactics have been undertaken to achieve Pradella’s objectives of generating sales for its residential and commercial projects, and to achieve positive media coverage that enhances the reputation of the company:

  • Preparation of targeted media releases (project-specific, industry commentary, case studies and corporate announcements)
  • Regular project newsletters and e-zines, including copy-writing and design
  • Writing, designing and producing a revitalised quarterly corporate magazine
  • Copywriting and design for awards submissions to residential and commercial building awards
  • Testimonial advertising
  • Assistance and coordination of project milestone events
  • Engagement with community and business groups and local Council (including letters and briefings)

Evaluation and Outcomes:

Success has been measured by media monitoring, regular client meetings to seek feedback, uptake of project newsletters and corporate magazines, website hits, sales and leasing enquiries driven by marketing communication activities and awards received.

  • 28 pieces of positive media coverage were received over a five-month period, including local, metropolitan and industry publications.
  • Enquiries have increased as a result of all activity, with one sale resulting directly from a piece of editorial coverage in the Courier Mail.
  • Two awards have been successful in progressing to final stages, with results yet to be announced.