In February 2020, Bukit Sembawang Estates Limited launched Luxus Hills (Contemporary Collection), the latest addition to their reputable collection of landed homes in the Seletar Hills estate.
Luxus Hills (Contemporary Collection) was the final phase of 999-year leasehold releases at the tranquil Seletar Hills estate, comprised of 39 exclusive landed homes for immediate occupancy. Building on its strong track-record of developing landed homes for multi-generational living, the development introduced the concept of the 3-G concept home, which integrated the concept of a traditional family home with modern, flexible spaces that comes with a fully equipped kitchen, pantry, spacious living and dining halls, bedrooms with en-suite bathrooms, providing homeowners the luxury of comfort and privacy.
Black Dot developed a multi-pronged approach that targeted a range of traditional, industry-specific and digital media outlets and their audiences to drive public interest and awareness for Luxus Hills (Contemporary Collection). The communications strategy was focused on three key messages: the rarity of the 999-year leasehold plot which can be passed down for generations; the thoughtfully-crafted multi-generational living concept with fresh new architectural features, and Bukit Sembawang’s excellent track-record of building quality landed homes.
We identified and mapped media stories over a three-month period which included individual stories on the development’s design and concept, as well as spokesperson interviews on the developer’s vision and mission in creating homes for Singaporeans. In addition, we managed the preview and launch weekends, organising media tours to showcase the property and its key features. The media outreach strategy achieved significant public interest in the development, contributing to a strong responses from prospective buyers over the launch period.
The first weekend launch of Luxus Hills (Contemporary Collection) saw a strong response with more than 64% of houses sold.
PR efforts also amassed news coverage totalling more than $500,000 in PR Value.