THG

Communication Strategy Cypress Central

When prominent Gold Coast developer JLF teamed with local builder Garry Deane to form the partnership Quadrant, THG was excited to be approached to create and manage the communications strategy for their proposed Cypress Central project. The $307 million project is set to significantly boost the Gold Coast construction and property industry while also offering much needed aged care facilities and accommodation for residents.

However a communications plan was needed to liaise with the environmentally sensitive community who preferred the established flood plains and paddocks in the suburban area.THG created a detailed strategic communication plan for the project in Clear Island Waters and projectmanaged all media and community relations.

With our economists and planners directly involved in the project,we understood the community’s concerns involving the flood area, traffic congestion and skyline. Through thecreation of a modern and stylish website, THG created an easily accessible point of contact for all stakeholderswith updated information including fact sheets, information about the developer, history of the site and theproposed facilities and amenities.

THG also conducted letterbox drops with fact sheets and general contactinformation including a 24 hour phone line for enquiries.Media management was a crucial component of the communications strategy, with THG creating regularmedia releases to increase awareness and understanding of the project for specific Gold Coast publications.We also managed any incoming media requests, organising radio, television and newspaper interviews forthe client. Again, our ESR team played a dynamic role in sharing resources regarding the direct benefits ofthe project to the Gold Coast community. Local councillors were also directly informed about the development using THG’s existing contacts.