our part
the brand
an urban village in a rural setting
objective
identify an alternative market and promote affordable land sales in a rural residential property development
media
naming and brand development / print / web / dm / press / billboard / radio / events
results
in a remote and rural location with a dwindling population and limited amenities, it was expected that uptake would be gradual. launching in 2012, the development's first year saw strong growth, with stage one 50% sold and two more stages released ahead of schedule, plus its first residents and 6 show homes, strongly establishing pokeno as a valid option, providing affordable housing for aucklanders