FINDING FOREVER
ARIA Hunter Valley
ARIA Hunter Valley called on OOTS to craft a launch campaign that wasn’t just about selling land—it was about selling a lifestyle. Our mission? To position ARIA Hunter Valley as the go-to spot for expansive, premium lots that still felt accessible to both locals and city escapees.
With a two-phased approach, we set the stage for a campaign that blended digital smarts with old-school charm. Think sweeping drone shots and data-driven ads, all while creating a buzz that led right to the auction block.
Starting with a custom photoshoot, we set the stage for ARIA to break-through the sea of sameness.
ARIA Hunter Valley’s brand aesthetic is all about blending luxury with nature. The visuals draw from the Valley’s natural beauty, using materials like sandstone, patina brass, and timber, all wrapped up in a palette of deep navy tones to signal sophistication.
The sans-serif logotype – sleek, modern, and a perfect match for the estate’s timeless appeal. It’s a brand that’s both aspirational and grounded.
WHAT DID WE DO?
ARIA Hunter Valley draws inspiration from the region’s rich history and natural beauty. The branding process was guided by these elements, crafting an identity that reflects both the estate’s luxurious appeal and its connection to the environment.
The centrepiece was a refined serif logotype, with a monogram symbolising ARIA Hunter Valley’s fusion of nature and sophistication. Natural textures throughout the branding evoked a sense of prestige, while also nodding to the rustic charm of the Hunter Valley. The branding seamlessly integrated into the estate’s infrastructure, ensuring the experience felt cohesive and thoughtful from every angle.
PHASE 1
The Mission
Get ARIA Hunter Valley on the radar and drive those early inquiries.
Our Plan?
Three weeks of full-throttle awareness-building to prime buyers for the upcoming land release.
Brochure Magic showcasing the estate’s prestige with visuals that scream “dream home.”
SEO-Friendly Website Copy built to be found—and loved—by Google.
Slick Business Cards because first impressions matter.
Landscape Guidelines helping buyers envision their slice of the valley.
Masterplan Design for a clear view of what’s coming next, layout and all.
Custom Auction Paddles for a cheeky, branded touch for the big day.
Order of Sale as a roadmap for the auction to keep everything smooth.
Social Media Posts for Facebook and Instagram that stopped thumbs mid-scroll.
Native Ads with eye-catching placements on REA and Domain.
Aerial Drone Shots giving future residents a bird’s-eye view of their new digs. And yep, these visuals killed it on social.
Facebook/Instagram Ads hitting property hunters from the Valley to Sydney.
Google Search & Display Ads driving qualified traffic straight to the site.
REA and Domain bringing in serious buyers with targeted ads.
PHASE 2
The Goal
With just 15 lots available, we needed urgency—stat! Our Phase 2 messaging was all about scarcity and acting fast, driving traffic to a dedicated auction page.
What we said
“Register now for the ARIA Hunter Valley auction!”
“15 exclusive lots up for grabs!” (Because nothing sparks action like the fear of missing out.)
What we printed
THE RESULTS
The real star?
That aerial drone footage! It drove engagement through the roof on Facebook and Instagram.
Meanwhile, REA outperformed Domain, snagging 10 out of the 12 total inquiries from native ads. The auction phase was a home run, proving that urgency sells.
The campaign attracted over 16,000 page views and 7,000+ new visitors. With a goal completion rate of 5.44%, nearly 300 inquiries were generated through calls and form submissions. At the auction, 15 lots went under the hammer, with 13 selling on the day and the remaining 2 following shortly after.
ARIA Hunter Valley defied expectations, with the brand’s identity playing a key role in driving interest and ultimately securing sales.
THE WRAP UP
Our launch campaign for ARIA Hunter Valley didn’t just sell lots; it sold a vision of a premium lifestyle in one of the most sought-after regions. But that was just the beginning. Off the back of this successful campaign, we’ve continued to work hand-in-hand with ARIA Hunter Valley, expanding the brand’s reach and impact beyond the initial launch.
Since then, we’ve rolled out ongoing marketing initiatives that keep the ARIA Hunter Valley name front and centre, including new digital strategies, content updates, and a series of community engagement projects. As a result, brand awareness is growing steadily, solidifying ARIA Hunter Valley as the go-to choice for discerning buyers looking for a prestigious yet accessible property.
Whether it’s through refreshed social campaigns, bespoke property marketing materials, or creative digital storytelling, ARIA Hunter Valley continues to grow as a brand—and we’re thrilled to keep driving that momentum.
This partnership has become more than a one-off launch—it’s a long-term collaboration that keeps delivering, ensuring that ARIA Hunter Valley stays top-of-mind for both local buyers and those seeking a Hunter Valley haven from Sydney.
“Quote from Patricia or Stephen to go here.”