PROPERTY MARKETING | INTEGRATED CAMPAIGN
Bel-Air Apartments – From launch to Sold out.
A complete brand identity and integrated marketing campaign for Finbar’s landmark Belmont development — 194 apartments, 9 levels, a resort-style lifestyle proposition, and a result that spoke for itself.
Client
Finbar Property Group
Sector
Residential Property Development
Services delivered
Market
Perth & Western Australia
The Campaign
Selling a lifestyle,
not an apartment.
The Bel-Air launch campaign was built around a single idea: that people don't buy apartments — they buy a life. The resort amenities, the Rivervale location, and the lifestyle proposition had to feel aspirational and achievable at the same time.
The television commercial led the campaign — setting the visual tone and emotional register that every other channel then followed. From the first frame, the creative had to make a diverse buyer audience see themselves living there.
The Brief
A complete campaign,
built from the ground up.
Finbar engaged Sixteen By Nine to develop the complete brand identity and marketing campaign for Bel-Air Apartments — a 194-apartment development across nine levels in Rivervale, positioned at the intersection of resort-style living and inner-city convenience.
The brief was comprehensive: build a brand that would resonate with a diverse buyer audience, create a digital presence that would convert browsers into enquiries, and drive sales from day one of the campaign going live.
Simply advertising floorplans and prices wouldn't cut through. The campaign needed to do something more — create genuine emotional desire for a specific kind of lifestyle. The resort amenities, the location story, and the investment credentials all had to work in concert under one clear brand idea.
A diverse buyer
audience.
Bel-Air's buyer audience was genuinely diverse — each group motivated by different needs but all drawn to the same development. The brand had to speak credibly to all of them without diluting the lifestyle proposition.
- First home buyers
- FIFO workers
- Downsizers
- Property investors
One brand. Four distinct audiences. One clear outcome — sell apartments.
What We Delivered
End-to-end.
From brand to buyer.
Brand Identity Development
A brand identity built around the resort lifestyle proposition — sophisticated teal and neutral palette, refined typography, and a visual language that positioned Bel-Air as something genuinely aspirational in the Perth apartment market.
- Brand strategy and positioning built around the resort lifestyle proposition
- Complete visual identity system including logo, colour palette, and typography
- Brand guidelines ensuring consistency across all touchpoints
Website Design & Development
A bespoke property website (belairapartments.com.au) built to convert — with interactive floor plans, architectural CGI, location storytelling, and seamless CRM integration to capture and nurture qualified enquiries from every buyer type.
- Interactive floor plans and architectural CGI
- CRM integration to capture and nurture enquiries from all buyer types
- Location storytelling designed to convert browsers into enquiries
Full-Service TV Production
End-to-end television production — two 30-second TVCs and an extended 45-second digital cut, including pre-production, casting, shoot, edit, colour grade, and audio mix. Broadcast-ready content that led the campaign across every screen.
- Two 30-second television commercials
- Extended 45-second digital cut for online channels
- Full pre-production, casting, shoot, post and delivery
Marketing Collateral Suite
Premium sales brochures, apartment specification sheets, direct mail campaigns, sales suite environmental graphics, signage, and digital advertising assets — designed for consistency and quality at every stage of the buyer journey.
- Premium sales brochures and apartment specification sheets
- Direct mail campaigns targeting qualified buyer segments
- Sales suite environmental graphics and signage
Sales Suite Design
Environmental design and brand implementation for the physical sales environment — ensuring the brand promise was as compelling in person as it was online, and giving the sales team the tools to convert serious buyers.
Media Strategy & Placement
Audience-led media planning and channel mix recommendations to maximise reach within the target demographic — across television, cinema, print, out-of-home and online media.
- Television, cinema, print and out-of-home placement
- Digital and social media targeting by buyer segment
- Ongoing campaign optimisation throughout the sales period
Results & Outcomes
The numbers that
matter.
Property marketing success is ultimately measured in one way — sales. Bel-Air delivered on every level: an immediate market response at launch, sustained momentum throughout the campaign, and a final result that confirmed the strategy had worked.
When half your available stock sells in the first month and the entire development sells out before construction completes, the campaign has done its job.
Sold in the first month. Half of all 194 available apartments were sold within the first month of the campaign going live — a result that reflected the strength of the brand positioning, the quality of the creative, and the precision of the media targeting.
Sold out. Bel-Air sold out within 6 months — before construction had been completed.
Behind the Production
On set.
Behind the campaign.
"The best property campaigns don't sell apartments — they sell a lifestyle. Get the brand right and the sales follow."
Jarrod Greenwood — Founder & Director, Sixteen By Nine
Got a project like this?
A campaign built to
sell, not just look good.
We work with property developers and commercial clients on campaigns where results are the only measure of success. Let's talk.
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