Hobsonville Point is New Zealand’s largest masterplanned residential development, delivering thousands of homes to the Auckland property market at an unprecedented rate. Situated 20 minutes to the northwest of the CBD, this exciting new neighbourhood was originally an Air Force base with sweeping sea views and stunning coastal vistas.
When complete, the development at Hobsonville Point will have 4,500 brand new homes, housing around 11,000 people. Hobsonville Point is a unique Auckland neighbourhood, characterised by its stylish modern homes and outstanding lifestyle amenity.
CREATING AN ENDURING NEIGHBOURHOOD BRAND
Visitor draw cards like the weekend Farmers Market, coastal walkway, a street of show homes, a purpose-built visitor information centre, and regular summer events were (and continue to be) promoted using a range of media including regional television, pre-roll advertising, native advertising, Facebook, and print advertising in the New Zealand Herald and local newspapers.
MAKING IT COUNT
Consumer attitude and knowledge tracking, commissioned annually, has demonstrated that Hobsonville Point continues to enjoy a high degree of brand awareness and is more highly regarded than any other urban development in Auckland.
Awareness and perception of Hobsonville Point as a premium, desirable Auckland neighbourhood continues to grow - supporting the expansion of this development’s unique product offer. Tracking of sales to media activity has allowed us to fine-tune our use of both digital and other channels. Show home visit numbers at Hobsonville Point far exceed any other development and demand for property has remained consistently high for a decade, regardless of the vagaries of the market.
