A strategic property partnership.

Mirvac Residential (VIC)

Disciplines

+ Communications strategy
+ Media engagement
+ Content creation
+ Social media strategy
+ Influencer engagement

Opportunity:

Since 2018, Cassette’s PR team has been working with ASX-listed developer Mirvac on its $6 billion Victorian residential portfolio comprising over 10 innovative projects across the masterplanned communities and apartments divisions.

From the 338-hectare Smiths Lane benchmark community in Clyde North to the thriving Yarra’s Edge riverfront precinct in Docklands and The Fabric “future-ready” neighbourhood in Altona North, Cassette’s role is varied and extensive.

Disciplines

+ Communications strategy
+ Media engagement
+ Content creation
+ Social media strategy
+ Influencer engagement

Strategy:

Cassette supports Mirvac’s corporate, marketing and sales initiatives through strategic communications activity across multiple channels.

Key to the PR activity is leveraging project milestones to secure earned media opportunities across both national and local publications, highlighting Mirvac’s unique approach and the involvement of senior business leaders, government representatives and project partners.

To ensure news of Mirvac’s developments reaches a variety of audiences, Cassette’s role extends to community engagement, writing speech notes and scripts, producing videos and creating social media content, as well as securing partnerships and influencer engagement.

Cassette’s ongoing relationship with Mirvac is testament to the success of the far-reaching PR results and strategic counsel.

Success:

A key highlight was securing multiple television stories for the Voyager at Yarra’s Edge topping out event involving Mirvac Chief Executive Officer and Managing Director, Susan Lloyd-Hurwitz, Mirvac’s Head of Residential, Stuart Penklis, and The Honourable Richard Wynne MP.

Cassette’s delivery of the Olivine at Donnybrook Display Village virtual launch event was also a huge success, helping Mirvac reach thousands of prospective purchasers during Victoria’s COVID-19 lockdowns.

The PR team has delivered consistent national media exposure for other significant project milestones including the launch of Forme at Apartments of Tullamore, the Park Street acquisition and completion of The Eastbourne legacy development in East Melbourne to name a few.