Benobble Heights
Turning niche into popular
Under the Scenic Rim and just 45 minutes from the Gold Coast, a superlot at Benobble Heights was the natural choice for those seeking big country land within easy reach of big city lights. A strategic marketing campaign found a large and eager market.
Location
Benobble, QLD
Client
SIG Group
Scope
56 homesites
The good idea
Sell the dream of owning land big enough to lose yourself. Benobble Heights was not going to appeal to traditional markets. Instead, we sought a specific audience of empty nesters and tree-change families who aspire to building their dream home on acreage, surrounded by nature.
The great work
We drew on the sense of space, country living and easy-going community. For empty nesters, we promoted the attractive climate and proximity to relaxed lifestyle amenities. For tree-change families, we promoted space to run horses and the lively Gold Coast attractions.
Every project should start with the question: who will live here?