PART 1
Website banners
In-read banners on EdgeProp article pages, desktop and mobile, 10% share of voice, 9 to 22 November. Each concept comes in four common sizes; EdgeProp still needs to confirm its exact sizes.
“Melbourne’s next luxury landmark”, using your headline wording, over the dusk tower render. CTA: Register now.
“A world-leading luxury hotel.” Builds curiosity before the brand is revealed. CTA: Reserve your seat.
“Riverfront residences above a five-star hotel”, on the Yarra opposite Crown. CTA: See the residences.
Once the hotel brand is announced in mid-November:
PART 2
Dedicated EDM
One send to EdgeProp’s database of 30,000. It is an invitation, built to get RSVPs: every button opens the sign-up page, and each session button opens it with that session already chosen. Pick the design, the subject line, how the venue is shown and the send date.
A formal invitation from PDG and Solomon Bloom: what happens at the preview, then four one-tap session buttons.
The same invitation, opened with the hook that the hotel brand is revealed at the preview.
Subject line
Venue in the email
As drafted. Keeps the hotel secret, but some people won’t sign up without knowing where.
Easier to say yes to. Naming the Singapore venue next to “a world-leading hotel brand new to Australia” may give the brand away.
Send date
Earliest, two full weeks before the event. The hotel stays unnamed.
Can name the hotel, which should lift open rates. Needs the announcement date confirmed.
Last call, closest to the event. Little time left to register.
PART 3
Editorial coverage
EdgeProp’s writer covers the preview on 21–22 November and interviews a senior person from the team. Pick the angle to pitch and who should be interviewed, and mark up the draft questions.
Why a world-leading hotel brand chose a Melbourne residential tower for its Australian debut, written around the reveal at the event.
Why Singapore investors are looking at Melbourne now: rents, yields against Singapore condos, and what the room asked.
The developer story: a family firm, the Blackstone call, Prima Pearl next door and what PDG wants THE ONE to be.
Interviewee
Draft interview questions
1. Why bring THE ONE to Singapore buyers before the Australian launch?
2. What does a world-leading hotel brand change for the residents and owners of the building?
3. You waited ten years for this site. What made it the right moment?
4. Southbank has a lot of towers. What makes THE ONE different from what is already there?
5. How do rents and yields in Southbank compare with what Singapore investors earn at home?
6. What have resales at Prima Pearl next door told you about demand?
7. What does Crown’s A$200 million redevelopment mean for the riverfront?
8. How does a Singapore buyer handle FIRB approval, finance and settlement from overseas?
What we would send EdgeProp for the article
- The press release (already reviewed by PDG) as the fact base.
- PDG renders: the dusk tower, riverfront skyline, residence interiors and amenity.
- Access to the 11:00 AM session on Saturday 21 November, with Sunday 22 November as a backup.
- A rule for the photographer: no close-ups of guests without their permission.
- The hotel name only once PDG has announced it.
Anything else?
Add your name to send.