Agency: Bastion Effect and Bastion EBA
To celebrate the official completion of Australia 108, the tallest residential building in the Southern Hemisphere, musicians of the Melbourne Symphony Orchestra (MSO) came together to perform a ‘Symphony in the Sky’ for the landmark on Sunday, 21 March.
The 30-minute performance was the highest concert ever performed by the acclaimed orchestra in its 114-year history and saw musicians play from a selection of spaces at Australia 108’s exclusive Star Club on levels 70 and 71 – 210 metres above the ground.
The performance was broadcast free from the MSO’s YouTube channel and gave architecture and design fans – along with music lovers – a look inside Australia 108’s prestigious private Star Club, home to some of the most luxurious amenity experiences in the world.
CELEBRATING THE COMPLETION OF AUSTRALIA 108
Australia 108 is by developer World Class Global, and CEO David Ng said the concert aimed to celebrate the completion of the Australia 108 landmark on Melbourne’s skyline and welcome it to the cityscape.
“The Melbourne Symphony Orchestra has set the beat of the city with its world-class performances for more than 100 years. We could not think of a more appropriate way to welcome Australia 108 to the skyline than through a concert for all Melburnians to enjoy,” Mr Ng said.
This strategic partnership was the brainchild of integrated communications agency, Bastion Effect, which designed it to target high net worth prospects and create talkability in their elite circles in order to drive the sell-down of remaining apartments.
Bastion Effect has been engaged by the client since Australia 108’s inception back in 2015 to support the sales and marketing campaign to sell the project’s 1105 apartments.
From the project’s launch the agency has sought to elevate the usual property PR campaign and drive innovation. This included launching Australia 108’s social channels prior to the industry embracing social as a sales channel – and attracting 10,000 followers organically in the first few months.
Bastion Effect has since managed all of the project’s key milestones, including topping out in June 2020 that saw the team manage to execute one of Sunrise’s highest live crosses atop the Australia 108 roof.
Earlier this year they launched the highest pools in the Southern Hemisphere at Australia 108 with a synchronised swimming performance.
Bastion Effect General Manager Roxanne Millar said: “Projects like Australia 108 come along once-in-a-lifetime and throughout our journey with the client we have always sought to raise the bar and think differently about how to engage media and appeal to the luxury buyer set the client is targeting.
“We have had fantastic support from the client and all project partners to bring these ideas to life. Over six years we have had to shift course as the market has changed dramatically in that time, adapting the way we think about engaging media, telling stories and appealing to buyers. Agility and collaboration is at the heart of this project’s success.”
Last month’s event with the MSO was brought to life by sister sponsorship and experiential agency, Bastion EBA. The event was deemed a great success with 99 per cent attendance, and over 2,000 views on YouTube so far. It also picked up media coverage both in Australia and internationally.
Media results include 38 total hits and reach of over 12 million, including coverage across TV, print and online/social.