Advertising Strategy
1. Marketing Objective
To position Aquilla Residences @ Quill City as the most premium high-rise residential
development along Jalan Sultan Ismail, resulting in X% sales upon launch within X months.
2. Advertising Objective
To persuade single expatriates to buy Aquilla Residences @ Quill City.
3. Target Audience
- Expatriates 30 – 40 years old
(Why expatriates? http://expatriateadvisory.com/why-invest-in-malaysia-property/)
- Professionals working in international firms in KL city
- Monthly income between RM15k to RM20k
- Single/ in a steady relationship (http://www.expatinterviews.com/Peter-Darling.html)
- Do not possess own transportation unless paid for by their employer
(http://www.internations.org/malaysia-expats/guide/moving-to-malaysia-15359/publictransport-and-big-cities-in-malaysia-3)
(http://www.expatarrivals.com/malaysia/kuala-lumpur/pros-and-cons-of-moving-tokuala-lumpur)
- Tend to have an active social lifestyle with people from their country, and later form
their own social circle (http://www.internations.org/kuala-lumpur-expats/events)
- Prefer to stay close to their expat community
(http://www.propertyinmalaysia.com/articles-renting-in-kl-an-expats-guide.php )
(https://foursquare.com/aidasellskl/list/best-areas-to-live-in-kl-for-expats)
- Travel frequently for both work and leisure
- They like a bit of everything; work, nightlife, chill out spots, shopping, art, culture,
history, food, etc. (http://www.investkl.gov.my/v1/News-@KL%27s_Expat_Appeal.aspx)
- Has made Kuala Lumpur their second home
(http://nomadcapitalist.com/2013/11/15/living-in-kuala-lumpur-malaysia-a-hiddengem-for-the-asia-expat/)
(http://www.expatsblog.com/articles/1411/australian-expat-in-kuala-lumpur-malaysiainterview-monica)
- They may be earning a high salary, but they are calculative about cost of living
(http://www.expatistan.com/cost-of-living/kuala-lumpur)
4. Competitive Frame
• AE please do the research and fill in
5. Consumer Benefit (Proposition)
Aquilla Residences @ Quill City are for modern day hunters of a holistically exciting lifestyle.
6. Support
• 436 out of the total of 552 units are below 800 sq. ft.
• Open plan layout with flexible partitions in between rooms
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Multi-functional kitchen joinery
Built-in cabinets and appliances with flexi opening systems
Facilities:
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Main Double Volume Lobby
Reception/ Concierge
Seating/ Waiting Lounge
Drop Off Zone
Secured Lift Lobby
Retail Lobby
Jalan Sultan Ismail Retail Entrance
Jalan Sultan Ismail and Jalan Tunku Abdul Rahman Exits
6th Floor Common Facilities
• Infinity Lap Pool
• Wading Pool and Jacuzzi
• Yoga Deck
• Gymnasium
• Sauna
• Soft and Hard Landscaping
• Barbecue Area
• Café Lounge
• Multipurpose Hall
• Private Outdoor Function Area
• Reading Room
• Children’s Playground
• Child Care Facilities
• Changing Rooms
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Roof Level Facilities
Viewing Deck
Lounge Area
Barbecue Area
Washrooms
Landscaping
Car Park
• Residents Only Car Park Podium
Surroundings within 10 km radius
Arts & Culture
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National Museum 5.6 km/3.5 miles
National Science Center 9.9 km/6.2 miles
Community
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Kuala Lumpur Convention Centre 2.3 km/1.4 miles
National Mosque 3.8 km/2.4 miles
Putra World Trade Center 4.0 km/2.5 miles
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Sultan Sallehuddin Mosque 27.9 km/17.3 miles
Corporate Offices
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Accenture (Formerly Andersen Consulting) 0.0 km/0.0 miles
Alcatel 0.8 km/0.5 miles
AIG (American International Group) 1.0 km/0.6 miles
Credit Suisse 1.2 km/0.8 miles
Petronas Twin Towers 1.7 km/1.1 miles
Boston Consulting 1.8 km/1.1 miles
HSBC 1.8 km/1.1 miles
ExxonMobil 2.6 km/1.6 miles
Lockheed Martin 2.6 km/1.6 miles
American Express 2.8 km/1.7 miles
Kuala Lumpur Tower 3.0 km/1.9 miles
Lucent Technologies 3.4 km/2.1 miles
Sun Microsystems 3.5 km/2.2 miles
Citibank 3.5 km/2.2 miles
Deutsche Bank 3.7 km/2.3 miles
PricewaterhouseCoopers 4.9 km/3.0 miles
Cisco Systems 5.1 km/3.2 miles
BMW 6.9 km/4.3 miles
Shell Malaysia 7.4 km/4.6 miles
KPMG 7.5 km/4.7 miles
Chevron Malaysia 7.8 km/4.8 miles
Hewlett Packard 7.8 km/4.8 miles
Mercedes Daimler-Chrysler 8.1 km/5.0 miles
Siemens Malaysia 10.7 km/6.7 miles
Government Offices
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Swedish Embassy 1.8 km/1.1 miles
Australian High Commission 1.8 km/1.1 miles
British High Commission 3.0 km/1.9 miles
Chinese Embassy 3.6 km/2.2 miles
Parliament 3.7 km/2.3 miles
Singapore High Commission 3.8 km/2.4 miles
US Embassy 4.5 km/2.8 miles
Local Attractions
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KL Tower 2.9 km/1.8 miles
Nearby Destinations
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Chinatown 2.6 km/1.6 miles
Little India 6.0 km/3.7 miles
Bangsar 7.3 km/4.5 miles
Recreation
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Aquaria KLCC 3.0 km/1.9 miles
Bird Park 3.9 km/2.4 miles
Butterfly Farm 3.9 km/2.4 miles
Shopping
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Central Market 2.6 km/1.6 miles
Bukit Bintang Shopping District 2.8 km/1.7 miles
Pavilion (Shopping Mall) 3.0 km/1.9 miles
Bintang Walk 3.7 km/2.3 miles
Lot 10 and Star Hill Shopping Areas 3.7 km/2.3 miles
Mid Valley (Shopping Mall) 7.2 km/4.5 miles
Transportation
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Directly connected to Kuala Lumpur Monorail Station 0.1 km/0.1 miles
Putra Light Rail Station 0.8 km/0.5 miles
KL Sentral 4.1 km/2.5 miles
7. Consumer Perception
Before: I haven’t found enough strong reasons to invest in a residential property in KL city.
After: Aquilla Residences @ Quill City can grant me a holistically exciting lifestyle.
8. Tone & Manner
• Modern/urban, sleek, sexy, slightly mysterious
• World class prestige due to location
• Ultra-convenient city sleeker’s lifestyle
9. Mandatories
• Property’s Logo
• Tagline
• Quill City
• APDL
• No. of units, size, types
• Amenities
• Accessibility
• Contact info (tel., website) for developer
10. Positioning Statement (What is it + Why buy)
Aquilla Residences @ Quill City are for modern day hunters of a holistically exciting lifestyle.