Satterley Property Group, Australia’s largest privately-owned residential land developer, engaged Icon to launch their newest Victorian residential development, Upper Point Cook (UPC). The development is a flagship for Satterley within Victoria, representing the organisation's largest residential foray in the state. Melbourne’s west has become a hot spot for residential developments over the past decade. Icon's challenge was to cut through a crowded market with an outstanding event to attract investors and prospective purchasers to the site (many of whom were from the local community).
To launch the Upper Point Cook development and the first-release of lots for sale, Icon organised a premium event designed to appeal to members of the local community as well as prospective purchasers. The first-release of lots sold out during the event, with buyers camping out for their opportunity to purchase on launch day.
Inspired by New York, UPC includes pocket parks, basketball courts and a number of themed streets, referencing locations such as Brooklyn, Bleecker and Roosevelt streets. The launch event included New York-style food vans, free family-friendly entertainment (including a jumping castle, face painting and a New York-themed photo booth) and music by local band Scrimshaw Four. The winner of a trip for two to New York valued at $10,000 was drawn on the day by Wyndham's mayor, Cr Bob Fairclough.
A front page story in the Wyndham Leader (which later migrated to the Herald Sun Online website and Facebook page) helped generate community discussion in the lead-up to the launch day event.