In May 2018, CSC Land Group launched their debut development Twin VEW. The development comprises two modern 36-storey towers offering the scenic backdrop of PandanReservoir, just off the highly prized location of JurongLake District, which is widely touted as the 2ndCBD.
CSC Land Group is a subsidiary of China Construction (South Pacific) Development Co Pte Ltd (CCDC), which is a Singapore-based arm of China State Construction Engineering Corporation (CSCEC), one of the world’s largest investment and construction conglomerates.
Black Dot developed a multi-pronged approach to shape public perception and create awareness of CSC Land and its maiden project. The strategy focused on three key thrusts: the corporate story of a company with a rich heritage in Singapore and China; the product story highlighting Twin VEW’s proximity to the largest commercial and regional centre outside Singapore’s existing city centre; the impact story that one in every 25 people in Singapore live in a home built by CCDC.
We identified, mapped, and seeded media stories in short pulses over a four-month period. These stories raised the profile of Twin VEW, and increased positive buzz among prospective buyers and property media.
The weekend launch of Twin VEW saw a strong response on opening day as buyers snapped up 442 of the condominium’s 520 apartments – including four of its six penthouses – for a take-up rate of 85 per cent.
PR efforts also amassed news coverage totalling more than $800,000 in PR Value.