Meriton is a leading Australian residential apartment developer and operator of serviced apartments across several major cities.
In this industry, there are so many boxes to tick all at the same time when it comes to marketing communications – which can make it a tricky act to balance. Here, we need to implement a refreshed approach to creating content for various established marketing channels including blog posts, flyers and advertisements (print and online), and online apartment listings.
Shifting to less fact-heavy and more personalised communications, the new voice must convey Meriton’s decades of experience in the industry and heritage as one of the country’s most trusted apartment developers along with its forward-thinking, energetic, stylish and design savvy ethos.
Before the creation of each piece of content, it’s crucial to identify and develop a clear view of the purpose and objectives. This could be to inspire potential apartment buyers or guests of Meriton’s serviced apartments, to showcase the company’s in-depth knowledge and insight, or demonstrate Meriton’s unique approach to design, architecture, and service. Once the purpose is identified, the creativity begins by carefully balancing the necessary facts and information with a personable, vibrant, and persuasive tone that’s consistent with the brand image.
A series of blog articles were created to generate enthusiasm and interest among the Meriton community – sharing exciting location guides, hints and tips, as well as positive insights into the apartment and real estate market for both buyers and renters.
Flyer and advertising content has been produced to support the sale of new apartments, along with eye-catching taglines. The Lucid Agency also implemented a full revamp of Meriton’s apartment listings which were crafted to demonstrate the unique features of apartment and building amenities through language that’s concise and informative, yet still capable of capturing the imagination.