Posted on Jun 17, 2010 - 10:38 PM

Details

Client: MacDonald Downs Station/Relativity Communications.
Design/Architecture/Coding: Virgil Reality

Description

Richard Branson owns an island in the Caribbean. Greg Norman has wineries in Australia and California. Why not consider a cattle station in central Australia?

That’s was the focus of a bold Public Relations, Digital Marketing and Social Media campaign targeting high net worth individuals around the world. It was the centrepiece of an unusual marketing program for a cattle station up for auction in Australia’s Northern Territory. The digital ads were linked to a purpose-built website that showcased the cattle station. http://www.ultimatetoy.com.au

A FaceBook Group and Twitter profile enabled interested people to find out what the Chalmers – Charlie and Sonja – were up to as they ran the property in the lead up to the auction.

The campaign and materials, developed by Relativity Communications, planted the seed into potential investors’ minds that a cattle station is a better alternative to other options – such as a luxury yacht, or a horse stud.

Back to Folio List.