Project Overview

Nose to Tail and CBRE Melbourne were engaged by BMW to position and manage the creative campaign for their landmark Southbank site. The campaign was realised through an extraordinary place-making campaign that positioned this opportunity to a global audience.


  • Marketing Strategy
  • Branding
  • Creative Development
  • Creative Implementation
  • Project Management
  • 3D Render Production
  • Photography
  • Copywriting
  • Video Production
  • Marketing Co-ordination
  • Advertising Production
  • Media Buying

Our Approach

From the outset of the campaign, we knew that this land would be highly sought after by the leading international and national developers. This was the last piece of large scale development land in the Crown Entertainment Precinct and it occupied a landmark position in this precinct.

Our Creative Team was also mindful of the connection to BMW and their pedigree as one of the world’s great brands. We needed a creative campaign that would complement their brand position and to excite people about the development opportunity.

The creative direction was key and we produced a campaign that was premium, rarefied and highly engaging for a global buyer pool.

The Results

The campaign was an outstanding success and generated a frenzy of interest from a selection of the world’s leading developers. The resulting sale price of $100,000,000 far exceeded the vendor’s expectations and the campaign won the two most prominent awards for Australian Property Marketing in 2017.