Saracen Properties
The Royal George
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The Royal George
West Australian developer Saracen Properties purchased the Royal George Hotel in East Fremantle in 2017 with the vision of returning the heritage-listed hotel to its former glory and reinstating it as a cornerstone of the local George Street community. The project offers Saracen a unique opportunity to conserve, restore and adaptively re-use a significant heritage property, working in partnership with award-winning architecture practice spaceagency.
Detail was engaged by Saracen Properties to support the development’s pre-launch and sales campaign with marketing, public relations, events, digital, design and production services. Partnering with a brand agency in Melbourne – Assembly, a brand identity was developed for the project that reflected its unrivalled quality, style and character. Detail was responsible for the project’s website design and development, content creation, social media strategy, EDM design and development, Meta Ads management and ongoing media relations. Detail also produced a series of community activations and purchaser events to engage with the development’s neighbours, as well as potential residents. The communications approach leveraged multiple platforms to amplify the development’s unique selling points, including its outstanding architecture, unrivalled location, and history.
The project’s launch phase was a success, with half of the residences sold within three months of launch.