Zephyr Agency partnered with Red & Co to deliver a six week launch campaign for Arca, a 60 residence development in Stafford. Through strategic mainstream and property media coverage, we built awareness, strengthened market confidence and positioned Arca as a rare new-build opportunity under $1 million, just 7km from the Brisbane CBD.
THE CHALLENGE
Red & Co required a targeted six-week campaign to support the official launch of their residential project, Arca, in Stafford. The goal was to drive awareness and demonstrate strong market confidence for the 60 unit development, specifically highlighting its unique value as a new build opportunity starting under $1 million just 7km from the Brisbane CBD.
Our Solution
Strategy and objectives
What was the specific objective of our engagement?
Our primary objective was to utilise the project’s official sod-turning ceremony as a key media moment to showcase developer confidence. We aimed to position Red & Co as a decisive market leader by highlighting their decision to commence construction without the need for traditional pre-sales.
Our strategic framework focused on three core pillars:
- Market Confidence: Emphasising that construction commenced ahead of sales due to strong demand.
- Gentle Density: Positioning the project as a necessary and spacious solution to Brisbane’s housing needs.
- Strategic Visibility: Cutting through to a core demographic of owner-occupiers, downsizers, and property professionals.
What channels and tactics did we employ?
We executed a targeted earned media strategy across national digital news sites, leading property mastheads, and state-wide print. This was supported by a groundbreaking ceremony, videographer management, and ongoing pitching to secure national reach.
Implementation Steps
| Key Action | Description | Timeline |
|---|---|---|
| Campaign Planning | Media preparation and narrative development focused on gentle density and market demand. |
June 2025 |
| Groundbreaking Event | On-ground support for the official sod-turning ceremony to generate primary media assets. |
1 July 2025 |
| Media Outreach | Facilitated MD interviews and secured placements in national mastheads and property trade press. |
July – August 2025 |
| Digital Amplification | Following our secured online coverage, the content was amplified via major property Facebook channels. |
July – August 2025 |
The Results.
Key Performance Indicators (KPIs)
The six week campaign successfully established Arca as a highly sought-after development, achieving national saturation across Australia's most influential news and property platforms. By securing high-reach features in The Courier-Mail, realestate.com.au, and News.com.au, we generated significant market cut-through
| Metric | Before Our Service (for this project) | After Our Service (for this project) | Strategic Impact |
|---|---|---|---|
| Media Items | 0 | 7 | Secured placements in leading mainstream and property mastheads. |
| Media Reach | 0 | 1,804,000 | Combined reach across owner-occupiers and property professionals. |
| AVE | $0 | $81,559 | High advertising value generated over a concentrated 62-day period. |
| Sentiment | Niche | 100% Balanced | Maintained consistent and positive brand positioning throughout. |
Media highlights
Early coverage was secured in national mastheads and legal trade press positioned Lawnch as a disruptor reshaping the traditional advisory space. With features across The Age, The Sydney Morning Herald, Brisbane Times, and WA Today, we introduced Lawnch to a broad business audience, while the Law Society Journal Online profile highlighted Tammi’s legal credentials and leadership. Ongoing efforts will continue to build Lawnch’s media presence through expert commentary, client success stories and timely insights tied to the evolving business landscape.
Summary of Success
The partnership successfully launched Arca into the national spotlight, positioning Red & Co as a confident developer meeting the growing demand for family-friendly apartment living. By moving beyond local awareness and securing coverage with a reach of over 1.8 million, we established the project as a definitive housing alternative in the Brisbane market.
As this was a one-off campaign, the engagement concluded with a 100% balanced sentiment across all media types, leaving Red & Co with a strong foundation of national credibility as construction progresses
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