8 August 2017
The ACT Government’s campaign to sell premium sites along Canberra’s Northbourne Avenue corridor has been commended at the prestigious Urban Development Institute of Australia NSW Awards for Excellence 2017.
The “On Northbourne” campaign received a commendation in the highly competitive UDIA Award for Marketing – Urban Development on Friday 4 August.
The campaigns for Dickson on Northbourne and Lyneham on Northbourne represented the first stage of an ambitious vision to transform Canberra’s gateway boulevard into a vibrant residential, commercial and retail precinct – a place that truly says “welcome to our capital”.
City Renewal Authority interim chief executive Gary Rake said the award was further recognition of the transformation Canberra was undergoing.
“Northbourne Avenue is an area experiencing significant growth and vitality through the Canberra Metro light rail project,” Mr Rake said.
“The redevelopment of these sites will create an avenue of opportunity not to be missed – an environment that promotes a vibrant mix of residential, business and retail space and an invigorated gateway to Canberra’s CBD.
“There was a lot of community interest in the sale of these sites, due to their strong heritage connection as well as their premium location. Northbourne Avenue is where most first impressions of Canberra are formed, so it was important that these key factors were considered in marketing the sites.”
The UDIA judges praised the ACT Government for its marketing strategy:
“On Northbourne developed a unique wholesale business-to-business strategy encompassing four large superlots. Located along the entrance and main arterial road into the north of Canberra, their marketing demonstrated clear thinking aligned with clever execution.
“Selling four large sites at different time intervals, scattered over five kilometres, meant they needed one unambiguous umbrella brand that could cope with four different suburban flavours.
“The ACT Government marketers got it very right. On a shoestring budget…they have sold two of the sites well over reserve.”
The UDIA NSW Awards for Excellence is a high profile, annual program that recognises and rewards excellence within the urban development industry. The ACT Government was honoured to receive the commendation.