Case Study : Molonglo Group
Molonglo Group is a leading and innovative property development company based in Canberra. The company is deeply passionate about the cultural enrichment of Canberra and its architectural and urban landscape. Molonglo Group’s landmark NewActon precinct is designed to foster a dynamic sense of community, where residents and visitors connect through art and cultural experiences, design, sustainable living and the best that city life has to offer.
Molonglo Group has supported a range of exciting National Gallery of Australia exhibitions: Soft Sculpture (2009), Space Invaders: Australian street | stencils | posters | paste-ups | zines | stickers (2010 – 11) and Roy Lichtenstein: a Pop remix (2012 – 13).
Through their partnership with the National Gallery of Australia Molonglo Group has demonstrated their commitment and passion for the arts in Australia and reinforced NewActon as a cultural precinct. By choosing to support exhibitions of street art and Pop art, Molonglo Group has positioned their brand and their precinct as contemporary, cutting edge and engaging. The brand alignment with the Gallery is strong. Molonglo Group is passionate about supporting and showcasing contemporary art throughout their precinct – which explains the aptly named NewActon South apartments – The ApARTments.
As Cultural Partners for Soft Sculpture, Space Invaders and Roy Lichtenstein Molonglo Group received recognition on all the marketing material for the exhibitions including print, television, online and onsite signage. Molonglo Group executives also received speaking opportunities and invitations to exhibition openings, both at the National Gallery and when the exhibitions Space Invaders and Roy Lichtenstein travelled around Australia.
Molonglo Group further reinforced their association with the exhibitions and the Gallery by hosting the extremely popular after-parties for both Soft Sculpture and Space Invaders at their NewActon precinct. They also collaborated with the National Gallery on a number of public events.
To engage new and prospective buyers, Molonglo Group held a number of private exhibition tours with the curator and cocktail functions at the Gallery. They also included complimentary NGA Memberships as part of their cultural benefits package when people purchased a NewActon apartment.
The Gallery also works with Molonglo Group to promote their apartments and their precinct through advertisements in the Gallery’s magazine artonview and special promotions in the quarterly magazine artonline.