Block wins pitch to revitalise Central Park brand

After a three-way competitive pitch, Block has been appointed to help Perth’s tallest building revamp its brand and develop a leasing campaign.

The Perron Group and Frasers Property own the premium CBD asset jointly with leasing managed by JLL.

“With the tightening of the commercial leasing market in the CBD, Central Park management are keen to explore new ideas around how they approach the market, and how they can increase the iconic building’s brand value over the medium to long term”, said Block Account Director Giulia Palandri, “So, while we are developing a leasing campaign to launch as soon as possible, we are also commencing a broader research project with our partners Metrix, that will inform the long term direction.”

Block’s extensive property marketing experience includes working for the past four year’s as part of the award-winning master planning group for Curtin University’s Greater Curtin project, and creating ongoing communications and branding for the 20-year initiative. Block also launched Brookfield Place in 2012 and developed the strategy, branding and launch of the communications for Kings Square at Perth City Link.

“Block demonstrated a strong understanding of the complex issues that the commercial leasing market is facing as the WA economy has slowed but, more importantly, they came to us with some interesting insights into how we could creatively attack these hurdles,” said Tim Ward – General Manager, Central Park Management. “We look forward to working closely with the Block team.”

“Property has been a cornerstone of Block’s client mix for the last decade and while we are probably best known in the industry of our apartment-marketing work for Match, we also have deep experience of the commercial market, so the opportunity to work with the team at Central Park is an exciting prospect,” added Mark Braddock, Creative Director of Block.

The win comes off the back of a string of six months of wins for Block, including significant brand positioning projects for The Perth Mint and the Curtin Student Guild.