COOMERA COLLECTIVE
OUR WORK
Reintroducing a local precinct for a new generation.
• Launch Development (consultation, tone of voice, website copy)
• Launch Campaigns (launch promotions & lead generation)
• Social Media Management (Meta)
• Paid Advertising
• Content Creation (design, lo-fi video, photography, drone, copywriting)
• Content Shoot (strategy, coordination, editing)
• Email Marketing
• Ongoing Marketing Consulting
The Brief
Launch a newly revitalised retail precinct and reintroduce it to the local community.
Coomera Collective was entering the market as a refreshed neighbourhood destination, replacing a long-standing local shopping hub. With an evolving construction site and no existing audience, the challenge was to build awareness early, support tenant leasing, and create momentum leading up to the opening.
We led the precinct from pre-launch through to public opening. Creating awareness, anticipation and local connection from day one.
The Approach
We built a considered launch ecosystem that balanced awareness, leasing momentum and community connection, introducing Coomera Collective as “Your Local, Made Better.”
With the precinct still taking shape, strategy led the way. Through a carefully sequenced rollout spanning What’s Coming, Meet Your Neighbours and Now Open, we created familiarity, built anticipation and helped reintroduce the precinct to the local community.
Helping shift perception from construction site to community destination before doors officially opened.
The Results
Coomera Collective launched with strong local momentum, driven by a considered pre-launch strategy designed to build awareness well before opening day.
Through consistent content sequencing, paid awareness campaigns and community-first storytelling, DTA helped transition the precinct from construction phase to local conversation, creating familiarity and anticipation ahead of launch.
During peak launch, over 29,000 locals were reached through paid advertising. This helped introduce the precinct to a new audience and build awareness ahead of opening.
In launch month, organic content delivered strong discovery performance, with 66.7% of views coming from non-followers, demonstrating strong local visibility beyond the existing audience.
Most importantly, the precinct opened with high tenant occupancy, a successful launch event, and meaningful community engagement from day one.