The strategy:
McDowall understood the target market – and how to capture their interest. Our thinking was that people want to work in a place with personality – one that reflects their brand values. We differentiated the property to businesses wanting to relocate to a CBD workplace with a compelling brand proposition that capitalised on the delightfully quirky, airy spaces in the building, promoting its unique creative vibe.

Results:
The property is now on the must-visit list for the target market.