Property Development MARCOMMS

The Showground Development Branding

The Showground development branding was developed in entirety by the Hugo Halliday team.

The Showground is a proposed $3 Billion residential property development in Castle Hill, Sydney. The brand created by Hugo Halliday needed to serve two specific purposes: to position the proposed development as a high-end, well-planned, architecturally designed development suitable to the current area demographics, and a market-influencing brand attractive to potential buyers once the dwellings are ready for sale (off-the-plan or otherwise).

The Showground Development branding needed to reflect:

  • The high-end nature of the planning gone into development
  • The relation to the ‘Castle Hill Showground’ which is 450m from the development and a local cultural institution
  • The natural bushland setting The Hills area is known for (and its agricultural roots)
  • The significant amount of amenities the development proposal includes
  • The focus on open green spaces

The Hugo Halliday team:

  • Read over the Urban Design Reports (UDR’s) and planning proposal to get a better understanding of the proposed development
  • Developed a number of concepts based on the UDR’s and branding needs
  • Presented a comprehensive concept brand proposal to The Showground
  • Developed the final brand, including all the brand/logo variations
  • Provided CMKY and RGB variations to the client in: .eps, .ai, .jpg and .png formats
  • Created a comprehensive Brand Style Guide to assist with keeping the brand consistent across all mediums
  • Designed all the stationary for The Showground including a: letterhead, PowerPoint template, e-signature, with compliments slip, presentation folder, and business card template.
  • Designed two pull up banners The Showground used at their launch event (also orchestrated by Hugo Halliday)
  • Scripted and project managed the development of an animation for use on video media
  • Copy wrote and designed a DL trifold brochure for The Showground to use to explain their proposal inclusions to a wide variety of audiences including: current local residents and business owners, investors, Government representatives, council representatives and potential buyers.

Below is a break down of how our team incorporated the various elements into The Showground Development branding:

The Showground Development Brand Explaination

The Showground branding has been exceptionally well-received so far by all stakeholders.

You can view The Showground development branding in action on their website (also designed, copy written and project managed by Hugo Halliday):

Cronulla Sharks Development

Bluestone Capital Ventures: Cronulla Sharks Development

Bluestone Capital Ventures (BCV) teamed up with the Cronulla-Sharks Rugby League Football Club in an effort to provide a high profile $300+ million redevelopment of Toyota Stadium, a town centre and residential complex within the Sutherland Shire. This development saved the Sharks!!

Hugo Halliday developed a successful Government & Community Relations strategy that ultimately helped to achieve approval of a proposed master plan by the Planning Assessment Commission (PAC). This project had stalled for several years, and Hugo Halliday helped to ignite Government and community support. This project is leading the way for rugby league and other clubs to raise revenue without dependence on gambling and alcohol.


The Showground Launch Event

The Showground Launch Event was held on March 26th 2018 at Doltone House Hyde Park and was attended by 100 invite-only guests.

The Showground launch event was planned and executed by the Hugo Halliday team in less than one month, as part of an urgent client project which also included branding and website development.

The Showground needed to hold a high-end launch event to facilitate garnering support for, and an understanding of, their planning proposal. Attendees included The Hon. Anthony Roberts MP (NSW Minister for Planning); architects, planners and consultants involved in the planning; community members from the Castle Hill area; local Castle Hill business owners; key essential service worker association representatives (polices, nurses, teachers etc.); key current and potential investors; community housing representatives; strategic business partners; and the media.

The Showground launch event was focused around two pivotal announcements:


     That the total value of the proposed development is currently worth over $3 Billion, an exceptional amount to be bolstered into the local economy.


    •  That 20% of all dwellings in The Showground will be dedicated to affordable housing for first home buyers and key essential service workers, and transitional housing for NDIS recipients and victims of domestic violence.

This is the single largest dedication ever made by a private developer in NSW.

In order to make the event impactful, the Hugo Halliday team needed to:

  • Find a centrally-located venue suitable to the high-end nature of the development and launch (and also one that was available at such short notice)
  • Assist with sourcing the contact details for identified guests of importance
  • Design and send out an invitation which didn’t reveal the branding or give too much information away, but was enticing enough to get people to attend
  • Design, copy write, organise the printing of, and fold+pack a presentation folder kit for each attendee with information about the proposal (presentation folder, Dl trifold brochure, business card, media kit)
  • Design and print collateral to showcase around the room the architect 3D renders, brand and key development features
  • Storyboard, copy write, direct and project manage the development of an overview video to be played at the event to give attendees a quick understanding about the proposal
  • Source and brief event contractors (videography, venue and photography)
  • Put together a media alert and a kit to send to the media to persuade them to cover the development launch (upload and manage the media centre on The Showground website)
  • Liaise with the media as the media point of contact and follow up on story coverage
  • Undertake on-the-day management of the event, including bump in and out, contractor briefings, registration and PowerPoint management
  • Manage social media channels (during and post event)
  • Write speech notes for the speakers and put together a PowerPoint presentation
  • Undertake general event planning duties such as a risk analysis, evacuation plan, run sheet development etc.
  • Interview attendees post-formalities for a same-day-edit recap video

All of this was done in-conjunction with developing a website and brand for The Showground…in just one month.

Media obtained about the launch included:

Measures of success

The Showground launch event met all its measures of success in that:

  • Key people were in attendance at the event, and numbers were met
  • The launch garnered prime time news coverage and opened up doors for further coverage
  • Interest has grown in the development from all stakeholder groups
  • The client has been able to get their message about there about what exactly their proposal entails

Watch the event recap video orchestrated by our team:


The Showground Website

Hugo Halliday worked with The Showground team to produce their branding, all associated collateral, their launch event and website, all within a one month timeline.

Work undertaken for The Showground website included:

  • Graphic design of nine (9) templates
  • Creating a menu scaffold based on the marketing needs of The Showground
  • Reading over all the planning proposal and urban design report documents to dot point key information for The Showground
  • Copy writing all the content
  • Uploading all the content to the website
  • Project managing a team of coders to get the website coded within 2 weeks
  • Setting up a Mailchimp subscriber database
  • Setting up all the social media channels
  • Uploading and editing video content for YouTube, which was embedded on The Showground website
  • Graphic design of The Masterplan for the website

The Showground website was coded by Firefly under direction from Hugo Halliday and uses the Wordpess CSM platform.

Hugo Halliday currently manages the content, media and news production for The Showground website. You can view The Showground website here:


Housing Supply Association Survey

Hugo Halliday undertook the development, design and analysis of a housing industry survey for the Housing Supply Association (HSA).

Using a database from the HSA launch event, our staff developed a survey for the purpose of informing future policy direction and finding out from key housing industry stakeholders what their views are on the current “housing crisis.”

To entice people to complete the survey, a fully sponsored prize was sourced and an easy-to-use online survey platform put together.

From the responses, our team developed (copywrote and designed) a PDF document which includes an address from the CEO about the findings and the findings depicted in infographics.

The HSA will be able to use the survey results for future marketing efforts.


Housing Supply Association Launch Event

Hugo Halliday managed and produced the Housing Supply Association launch event on July 26th 2017 at Doltone House Darling Island. 

There were over 400 attendees at the free event, including Government and key service worker representatives, housing industry peak bodies, major financial institutions and altruistic housing industry businesses such as developers, planners and property lawyers. 100 attendees were added 48 hours before the event start due to an influx an interest, adding an exceptional amount of logistical work for our team.

Hugo Halliday worked to an exceptionally tight timeline for the size of the event, pulling it off within two months of conception. Our staff sourced the majority of invitees, with over 2,000 people contacted about the event (mostly via a high-end UV spot gloss direct mail invitation).

Attendees were welcomed with drinks and canapes and enjoyed an alternate meal lunch, with dessert and coffee after the speeches. They also received swag bags which were packed by our staff and included a free bottle of a wine for each attendee thanks to a sponsorship secured by Hugo Halliday.

As it was a no-cost-to-attend event for a non-profit, Hugo Halliday staff had to source sponsors and negotiate with every contractor to get the best prices. We ended up saving HSA more than the end cost of the event thanks to our staffs negotiation and sponsorship acquiring skills.

Hugo Halliday organised the development of an iPad app which was used on hired iPads at the event. Garnering over a 70% response rate, attendees filled out an opinion survey about the current housing market and applied for pre-approved membership on the app.

The event was positively received by the media who Hugo Halliday also orchestrated, with Channel 7Huffington PostThe Financial ReviewReal Estate BusinessThe Urban Developer, the Property Observer,the Illawarra Mercury, the Northern District Times and The Australian covering the association’s establishment.

In addition to the above, Hugo Halliday staff: researched background information and wrote all the speech notes; hired and briefed professional videographers, promo staff and a photographer; set up a ticketing website and utilised electronic entry ticketing on smart devices; negotiated and directed the event staging company and staging; set up and packed down the venue with venue staff; developed a social media strategy and managed social media on the day; were the dedicate on-day event managers and undertook all graphic design work which included invitations, iPads placemats, pull up banners, a media wall, presentation folders, swag bags, brochures and more.


You can watch the highlights reel below:


Housing Supply Association website

Hugo Halliday scoped, designed, project managed and wrote the copy for the Housing Supply Association website.

The website was undertaken as part of a full project management service for the association. The website serves as a primary communication point for HSA stakeholders and has:

+ a log in portal for members (this portal was set up and customised by Hugo Halliday and lives on a separate domain:

+ a number of FAQ pages to easily find information

+ a media centre

+ a news feed

+ an event booking system

+ downloadable publication

…and more. Check out the association website for yourself


Hyecorp Property Group: Mowbray Rd, Lane Cove Development

Hyecorp Property Group requested support from Hugo Halliday to overcome some efforts within Lane Cove Council to ‘back-zone’ areas for higher density development previously approved by the Department of Planning. This was causing delays to decisions being made by the Joint Regional Planning Panel (JRPP).

Approaches to Local and State political representatives, the Department of Planning and key local stakeholders including the media helped to achieve a hastier resolution -without needing to go to the Land and Environment Court.

Jack Nicklaus Golden Bear Resort

Capital Corporation: Jack Nicklaus Golden Bear Resort

Capital Corporation, one the largest Development Companies in Australia, was having difficulty getting approval for this $400+ Million major international golf-based tourism and residential development.

Hugo Halliday created a deliberately targeted Government Relations strategy that brought this project to the attention of various NSW Ministers and MPs on both sides of politics in a move that led to strategic pathways for rezoning and development approval to being achieved in the shortest possible timeframe.

Illawarra International Health Precinct

Illawarra International Health Precinct

One of Australia’s biggest-ever health precinct developments, The Illawarra International Health Precinct, was facing roadblocks in the development process, and also looking for partners to finance the project.

Hugo Halliday provided expert Stakeholder Relations engagement, and lobbying activity with the Department of Planning and political representatives at State and Federal levels. Presentations were also prepared for potential financial partners. This project is now on track to bring a major boost to the economy and health services in the Illawarra region.

Recent Comments

    Recent Comments

      Recent Comments

        Recent Comments

          Recent Comments