In May 2019, Frasers Property Singapore launched their latest project, Rivière, a luxury residential development.
Located on a rare riverfront land parcel enveloped by the Singapore River, Rivière consists of two 36-storey towers which offer residents the perfect balance of peaceful solitude just minutes away from the vibrant Civic District. Besides two high-rise luxury residential towers, the site contains the three conserved godowns that were receiving a new lease of life as the entire precinct is transformed with a range of community spaces including a heritage trail and a mix of lifestyle and F&B options. The conserved godowns were once important hubs for Singapore’s trading community, and later converted into popular nightclub Zouk, and held nostalgic value for many Singaporeans.
STRATEGY
Black Dot developed a multi-pronged approach to drive public interest and awareness of Rivière, not just as a development but the precinct as a whole. The communications strategy was focused on three key messages: the rare opportunity for luxury riverfront living; the conservation and rejuvenation of this historic precinct as a community space, and Frasers Property Singapore’s expertise as a residential property developer of spaces where communities can thrive.
We identified and mapped media stories over a three-month period, as well as managed the preview and launch weekends. The media outreach strategy achieved significant public interest in Rivière and the surrounding precinct, contributing to a successful preview weekend and strong responses from prospective buyers over the launch period.
OUTCOME
The first weekend launch of Rivière saw a positive response on opening day as 32 out of an initial 60 units released were sold as at 5.00pm.
PR efforts also amassed news coverage totalling more than $300,000 in PR Value.