Cohesive marketing for luxury apartments

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)
  • online
  • photography
  • premiums
    • a debossed leather notepad and branded executive pen in a presentation case
    • a luxury branded carry bag
  • press
    • a double page press ad
  • print
    • 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

Quotation Mark

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.

Chris Shain
Photographer
Sydney, NSW, Australia
Images for Business
Quotation Mark

It is clear from the enthusiasm and professionalism shown, that Digital Tsunami views each client as a long term partner contributing ideas above and beyond the development of the site and we look forward to involving them in future marketing initiatives.

Angelo Mastropietro
Director
Sydney, NSW, Australia
Kinetic Recruitment
Quotation Mark

.. exceptional service and experience across all elements of web development from interactive strategy and marketing through to interface design and project management.

Peter Crocker
Owner
Sydney, NSW, Australia
BusinessCopywriter
Quotation Mark

Thank you for all your efforts in creating our new website which achieves our agreed objectives : elegantly smart, yet understated, professional and easy to use.

Terry A. Spinolo
Managing Director
Hong Kong
Inarc Design Asia Group
Quotation Mark

Digital Tsunami was professional, responsive and accurately interpreted our brief. The final result was a new website that was in keeping with the iBurst brand essence and proposition.

Lawrence Sank
Product Marketing Manager - Mobile Broadband
Sydney, NSW, Australia
Personal Broadband Australia
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