Turning Kyneton from a day trip to an everyday trip.
Background
Kyneton on Riverside is a new residential development in the stunning regional Victorian town of Kyneton, nestled in the picturesque Macedon Ranges.
Challenge
Despite the recent surge in Victorians seeking a post-pandemic tree or sea change, purchasing a new house and making the move is a tricky sell. Throw in rising interest rates and increasing cost of trades and materials, the challenge is real.
We needed to help KOR give potential buyers visiting the town and region, a genuinely compelling reason to explore the opportunity further and drive enquiries.
Solution
We knew we couldn’t create a campaign that looked and felt like every other housing development. It needed to be an authentic representation of the town and prove to visitors that ‘There’s more to life in Kyneton’.
Shot by renowned photographer, Paul Hermes, the campaign put the people and places of Kyneton front and centre via beautiful campaign imagery executed across large and small local placements. From a local gallery set in an old stockroom to an award-winning gin distillery and the stunning landscapes of the town, the unique charm of the Kyneton was on full display.
