Stockland village opening phase

Arilla Village

Stockland village opening phase

Arilla Village

Business challenge

Arilla is a brand new Stockland village in South Morang that welcomed its first residents in February 2011.  When complete, Arilla will offer over 200 homes and resort-style facilities including a Health & Wellbeing Centre.

The initial challenge was to entice retirees to the promise of a future community with all the facilities close at hand, yet in an urban fringe/semi-rural setting.  A series of projects were undertaken to drive enquiry and initiate sales including a Village Open Day in April, the fitout of the Sales Office, signage in and around the development site, and an official launch of the Community Centre in August. 

The market was homeowners looking to downsize for retirement, and adult children of retiree parents who influence the decision.  Entry age for the village is 55.

Strategy

Arilla’s brand proposition ‘Refresh your way of living at Arilla’ is supported by the urban fringe/semi-rural features of the location, the provision of facilities and activities encouraging social interaction, the independence and security residents enjoy and the camaraderie of like-minded people.

Execution

The first Open Day event invited people via direct mail to ‘refresh their ideas of retirement living’ by offering tours of the newly opened display villas and meet and greets with the pioneers of Arilla, the first residents.

Arilla’s Sales Office was carefully designed to follow the customer journey with large format graphics bringing the story to life. Starting at the Stockland meaning of retirement living, the journey proceeded through the benefits and features of Arilla’s location to the lifestyle and finally the reassurance that only Stockland can provide.

Directional and outdoor signage was themed and installed, with more than 65m of hoarding erected to beautify construction zones and communicate lifestyle and facility messages.

The opening of Arilla’s Community Centre provided another opportunity for visitation, with an official opening ceremony by the Mayor, and other activities to promote the lifestyle and features at Arilla. The campaign included an invitation to a private launch for residents, press, radio, onsite signage and DM to Stockland and purchased lists.

Results

  • 350 people attended the Open Day, of which 150 were first time visitors to Arilla
  • 500 people attended the Community Centre official opening, of which around 140 were first time visitors to Arilla

Business challenge

Arilla is a brand new Stockland village in South Morang that welcomed its first residents in February 2011.  When complete, Arilla will offer over 200 homes and resort-style facilities including a Health & Wellbeing Centre.

The initial challenge was to entice retirees to the promise of a future community with all the facilities close at hand, yet in an urban fringe/semi-rural setting.  A series of projects were undertaken to drive enquiry and initiate sales including a Village Open Day in April, the fitout of the Sales Office, signage in and around the development site, and an official launch of the Community Centre in August. 

The market was homeowners looking to downsize for retirement, and adult children of retiree parents who influence the decision.  Entry age for the village is 55.

Strategy

Arilla’s brand proposition ‘Refresh your way of living at Arilla’ is supported by the urban fringe/semi-rural features of the location, the provision of facilities and activities encouraging social interaction, the independence and security residents enjoy and the camaraderie of like-minded people.

Execution

The first Open Day event invited people via direct mail to ‘refresh their ideas of retirement living’ by offering tours of the newly opened display villas and meet and greets with the pioneers of Arilla, the first residents.

Arilla’s Sales Office was carefully designed to follow the customer journey with large format graphics bringing the story to life. Starting at the Stockland meaning of retirement living, the journey proceeded through the benefits and features of Arilla’s location to the lifestyle and finally the reassurance that only Stockland can provide.

Directional and outdoor signage was themed and installed, with more than 65m of hoarding erected to beautify construction zones and communicate lifestyle and facility messages.

The opening of Arilla’s Community Centre provided another opportunity for visitation, with an official opening ceremony by the Mayor, and other activities to promote the lifestyle and features at Arilla. The campaign included an invitation to a private launch for residents, press, radio, onsite signage and DM to Stockland and purchased lists.

Results

  • 350 people attended the Open Day, of which 150 were first time visitors to Arilla
  • 500 people attended the Community Centre official opening, of which around 140 were first time visitors to Arilla

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?