Pinnacle Newtown is a premium release at Gen Fyansford. I designed and art directed this campaign when working for Traffic.
There needed to be a physical relationship between the master brand Gen Fyansford and this exclusive offering which led us to create the sub-brand Pinnacle Newtown. With a premium price attached the sub-brand name created a sense of aspiration and conveyed it’s key asset of the outstanding views across Queens Park, Barwon River and the Barabools. We also leveraged the location situated on the edge of Geelong’s most sort after postcode of Newtown.
We went to market with a concept aimed at Geelong’s ’High Flyers’ using the hot air balloon as a devise that featured throughout the campaign. The line ‘Exceptional views for Geelong’s high flyers’ along with stunning panoramic photography struck a cord with the target market. The first 4 lots went under the hammer fetching prices in the high $900,000 exceeding all expectations.