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The Halliday Estate was not a standard listing. It carried generational significance, architectural distinction and emotional weight. The campaign needed to honour the property's story while generating the volume and quality of enquiry required to achieve the sale. Standard listing marketing would not cut it.
Melbourne's prestige property market increasingly rewards storytelling over specification sheets. Buyers at this level engage through emotion, narrative and exclusivity. Antimony positioned the Halliday Estate as a cultural moment, not just a transaction.
A media kit and campaign built to make national news. Film, media strategy and digital working as one system, so a single listing could carry the weight of a brand story.
Antimony handled everything from scripting and interviewing the family through to delivering a media kit and campaign that Jellis Craig described as world-class. The film captured the property's heritage and emotional resonance, translating architectural significance into a compelling buyer narrative.
The campaign earned coverage across six national media outlets, including Channel 7, and over 34,000 video views across Meta, YouTube and embedded listing pages. Video placements alone drove 4,500+ clicks, and two EDM sends to the Jellis Craig prestige buyer database extended reach to the most qualified audience.
183 qualified buyer enquiries and 42 private inspections, the volume and quality of interest required to achieve the sale of one of Melbourne's most significant heritage properties. The model now serves as a reference for prestige listing campaigns across the Jellis Craig network.
