Cbus Property

The Mint Partners were engaged by Cbus Property to manage a creative, insight-led communications campaign to launch its $3billion redevelopment of the historic David Jones men’s store in Sydney into a luxury residential, commercial and retail destination.

A joint venture with Scentre Group, we worked with both parties and Colliers International (leasing agent) to create an integrated 10-month plan across publicity, content creation and social media (organic and paid).

We coordinated our publicity approach to align key project milestones and sales periods with our strategic social and digital activity, creating a targeted story matrix for media outreach and editorial content calendar in the below phases:

  • Off Market VIP: Luxury & Location – focus on the history and legacy of the building
  • Residential Awareness: Design & Lifestyle – celebrate the project’s status and exclusivity
  • Product Consideration: Sanctuary & Service – amplify the craftmanship, customisation and amenities

Touch Points & Deliverables

Campaign Announcement
Talent management
Events & Activations Partnerships
Media Program
Media Relations
Press Opps
Social Media Strategy
Social Media Content Creation
Ambassador Media Call

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