Agency: Bastion Effect

Driving leads through consistent storytelling and content for mega project Melbourne Square.


With a site the size of the MCG and a project timeline that spans almost a generation, the strategy for Melbourne Square had to have longevity.

Adding six towers to Southbank and much-needed amenity including a major public park, retail and a large supermarket, Melbourne Square also had to launch with a bang and maintain long-term sales momentum.

The trick wasn’t finding out what to talk about, but to strategically plan the right announcements at the right time to align with the sales strategy.


Bastion Effect crafted a campaign that primed the market with teaser messaging to drive early interest, planning a series of announcements as sales commenced. Coupled with a digital targeting campaign, this aimed to surround a purchaser and drive conversion.

Several months after sales commenced, we got Planning Minister Richard Wynne to officially launch construction – importantly showing to buyers this major project was steaming ahead, giving sales yet another push.

With a project timeline that lasts almost a generation, and plenty more stages to come, Melbourne Square’s story is only just beginning to be told.