Prominently positioned on the slopes of Umhlanga's Ridgeside, Umhlanga Arch is the premier mixed-use and people-centred property development. Its iconic sea-facing configuration, commanding unsurpassed views of KwaZulu-Natal's coastline, is the pinnacle of urban sophistication and a symbol of this exclusive area's enviable lifestyle.
Having a vast knowledge of growing Umhlanga Ridgeside node, we were appointed to create a corporate identity that would appeal to an upmarket, high LSM audience; conceptualise a strategy that highlighted the uniqueness and exclusivity of the development, ensuring that it is perceived to be cutting edge; and implement a strategy that would achieve critical mass in sales, without the development having to officially go to market.
To highlight the exclusivity of the development, no above-the-line marketing was initiated. The campaign relied solely on the personal relationships that the developers, sales and marketing teams had with high net worth individuals in KwaZulu-Natal and around the country. To impress these handpicked individuals, their every interaction with Umhlanga Arch had to be unique, personalised and memorable. To highlight the fact that the development would be technologically advanced, we conceptualised and created marketing material that complimented this. By simulating the vision of the live, work, play philosophy that would be created by the development and greater node, we were able to take the potential buyers beyond the residential aspect of the development. The campaign was a huge success with 80% of the apartments being sold before having to release the opportunities to the wider market. It also earned Rainmaker Marketing and Umhlanga Arch the coveted award for Best Development Marketing in Africa.