Cohesive marketing for luxury apartmentsNovember 26, 2015
Digital Tsunami offers an extensive range of solutions. It is rare that a client requires ALL these are delivered within a single project, however recently this was the case.
In July, founder of Digital Tsunami and veteran marketing professional Andrew W Morse, was commissioned as Creative Director for the promotion of 168 luxury apartments in Yinchuan, China. His responsibility was vision and strategy for the launch of this exceptional property.
Master Residences Yinchuan is an exclusive residential precinct in northern China. The capital of the autonomous Ningxia region, Yinchuan is the seat of the Hui people, adjacent to Inner Mongolia, and a key stop on the Silk Road, which was the ancient overland trade route between Europe and the Orient. This has become even more important as Beijing implements the ‘One Belt, One Road’ policy (acronym: OBOR).
The three towers of the Master Residences Yinchuan exemplify the best of East and West. Sinuous curves on the exterior pay homage to the shifting sand dunes of the surrounding desert. The technology throughout the site is global best-of-breed, with 66 suppliers from around the globe contributing their expertise and superlative products to make these apartments among the most contemporary and innovative residences in China today.
Within four months, an international team produced a comprehensive range of bilingual advertising materials, marketing collaterals and premiums, including:
- branding, brandline and identity
- computer graphics
- city, precinct, exteriors and interiors
- copywriting (English and simplified Chinese characters)
- a debossed leather notepad and branded executive pen in a presentation case
- a luxury branded carry bag
- a double page press ad
- letterhead and envelopes
- a presentation folder
- a diecut foiled invitation card, metallic paper envelope and hand stamped wax seal with silk tassel
- a bilingual retractable banner
- dual language 4 page datasheets
- bilingual 48 page softbound booklet
- bilingual 106 page hardbound owner’s book
- bilingual 248 page hardbound technical book
- video production
- 4K aerials
- three bilingual videos
- a printed video ‘book’ with auto-playing integrated video screen
To accurately reflect the extraordinarily high standards of the property, an uncompromising quality of all marketing materials was imperative. Together with the client Master Real Estate, and team at graphic design house Yaean Design, Shanghai, the design and production of all print materials was of an exceptionally high standard. Spot UV was often used to add subtle but distinctive branding.
This project is a perfect example of the production of a cohesive marketing campaign across all digital and tactile media. The experience of the team at Digital Tsunami was perfectly suited to ensuring a consistent implicit and explicit message throughout all online and offline touchpoints.
Contact Digital Tsunami today to discuss the ‘Communications Evolution’ of your brand.
From Our Clients
I worked with Andrew on a photography project that involved a high level of visual complexity for a multinational client. Andrew was clear and professional in his briefing, but at the same time, was open to other ideas and approaches.
We are all very happy with the new website and believe it captures the essence of the Group One brand.
Andrew and colleagues were able to assist at every step of the website production process, providing a sleek layout with high quality images. We would like to thank the Digital Tsunami team for an excellent job.
Digital Tsunami is awesome.
Knowledge far beyond my expectations, led to the site being beautifully creative with simplicity, which is just perfect for a young female artist.
Andrew's patience and respect was impeccable, but what I loved most, was that he just knew what to do EVERY single time ... just the perfect web creator.
Thank you Digital Tsunami. Thank you Andrew
Andrew helped us to see the potential of video in bringing our new website to life.
He held our hand through the process, making it as undaunting as possible.
He delivered a great selection of videos (from a one-day shoot), that really tell the Foodbank story and will be a great addition to our communications.
We have been a client of Digital Tsunami now for a number of years.
As an ASX listed company, we seek reliability with our suppliers. Digital Tsunami have proven they are reliable and trustworthy multiple times.
We host multiple websites and services through them, and use them for technical and creative work.
There has never been an issue, they are always on top of all technical details, and simply provide the best possible solution around a given budget, and get things right first time. Clearly they have excellent quality controls and that shows in their services.