St James - 555 Bourke Street
The leasing and marketing of 555 Bourke Street, St James. A creative approach that was a breath of fresh air. Owned and managed by Juilliard, 555 Bourke St James (the former AMP Melbourne headquarters) is a classic example of 1960’s architecture and remains an iconic Melbourne property. 555 Bourke Street’s high-end retail and commercial offering, along with it’s distinctive L-shaped floor plates and 100% full fresh air distribution system, meant that a great story could be told. The positioning line ‘A Breath of Fresh Air’ summed it all up in one simple statement, addressing the productivity and amenity as well as highlighting this address as an ‘oasis of style’ in the heart of Melbourne’s CBD. Direct mail, an Information Memorandum, hoardings with QR codes that directed you to a website landing page as well as a creative press campaign.
