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“I don’t believe any other agency could have captured the essence of Elaine the way Goldeneye did. They have an innate ability to know exactly how to mesh the personal with the business – and that’s what makes their campaigns captivating.
No other agency could have captured the essence of Elaine the way Goldeneye did. They have an innate ability to understand the business of real estate, and then inject the right amount of personal. And in the end, that’s what deliver extraordinary outcomes.”
- Ken Jacobs, Christie’s International Real Estate
In May 2017, “Elaine” became the most expensive home sold in Australian history. Its sale to a young self-made tech billionaire, who vowed to respect its heritage, was hailed widely as a victory for considered and credible marketing.
We were appointed by esteemed media family, The Fairfax’s, and leading agent Ken Jacobs of Christie’s International Real Estate to capture the history, privilege, position and potential of the nation’s most important residential offering ever.
Despite its incredible heritage and location, Elaine was an extraordinary challenge. While it was the most expensive property ever to be offered for sale in the nation’s history, the house itself was unable to support any form of high end real estate imagery – being old, tired and badly in need of repair and renovation.
The value of Elaine existed not in what it was, but what it could be. Thus, we set about creating a program that supported the sheer enormity and incomparable pedigree of this offering – supporting its place amongst the great residential trophy listings in the world.
Our decision to release a small teaser clip to world media, and throughout the important Christie’s client and affiliate networks, prior to the campaign launch was a huge success. The campaign gained enormous commentary and created much anticipation. Today, our work for 'Elaine' remains one of the most successful and well covered campaigns in Australian real estate history, drawing inquiry, inspection and coverage from every corner of the globe.
We managed every asset of the marketing program for the three year campaign, including film work, photography, a website, brochures, and the extensive international media relations.
In the end, in the hands of an inspired agent, and with the belief of an unwavering client, Goldeneye Media's campaign went on to deliver an outcome that has earned a place in history.