Japanese builder Ichijo Technological Homes entered the Australian market in 2011 as an independent enterprise with a portfolio of house designs focused on high energy efficiency and world-leading ecological standards. The challenge for the company at the outset was to determine a product mix and communications platform that was relevant to a local market. The launch program, developed by John Frostell and James Gallagher under the banner of Gallagher Frostell consultants, took place over an 18-month period and featured a set of campaign materials applied to brochureware, outdoor signage, a new website, promotional materials and numerous photographic assets.
Recruitment advertising is an often critical exercise for Australian legal firms, with significant consideration and initiative appointed to gleaning shortlist candidates for interview. This campaign for Maddocks featured a cross-section of previous appointees to the firm and played carefully to aspects of capability as much as cultural fit. The project was typical of the 50+ projects conducted for the firm’s marketing team between Sydney and Melbourne over the three-year period of engagement with Dialogue.
The heart and soul of marketing within the legal profession is closely associated with business development, and this boils down to proposals and tenders in many cases. (Or as many cases as possible, actually!) In this instance, Maddocks was involved in a closed submission for business with Sydney Water and a unique presentation, including special contents and divider page themes, was designed by Dialogue for the purpose.
The Konakona building in Hirafu Niseko’s main street was designed by celebrated Tokyo architects Klein Dytham as a leading example of premium resort property design. Promotion of the project quickly took place on the prominent site with the building named and branded and a prominent 10m billboard staking its claim.
Escarpment is a master planned resort community at the base of Hirafu Niseko’s main village, overlooking the Shiribetsu River and boasting premium views of the area’s famed Mt. Yotei. Marketing for the site required premium positioning and an understanding of the year-round lifestyle potential being developed in and around the area.
The Ezo 365 project in Hirafu Niseko was the first resort property development in the area to properly focus on the village as an all-year destination, a fact reflected in the naming Dialogue developed for the project. As with many of the projects conducted for Hokkaido Tracks at this time, the marketing of the project went straight to the web for pre-sales promotion and resulted in exemplary enquiries and sold-out status within days of eventual release.