Tyrian Serviced Apartments : Fitzroy

Tyrian's Serviced Apartments provide luxury accommodation for business or pleasure.

Inside Tyrian

Tyrian Serviced Apartments

Objective

Tyrian’s Serviced Apartments marketing and business objectives were designed to raise awareness of the brand and service, resulting in success through conversion of bookings. The luxurious, yet affordable, serviced apartments had to cater to two different target publics – both the travelling professional and the leisure sector. These discerning individuals choose Tyrian for its contemporary Fitzroy location – the unique lifestyle appeal that comes with an edgy location buzzing with culture, art, fashion, food and wine – only a moment from the Melbourne's central business district.

Research

Qualitative research was carried out to answer assumptions, questions and challenges that creating a brand and strategy of Tyrian quality would raise. Interviews were conducted with our likely customers; travelling professionals and individuals in the leisure sector looking for luxury, value, convenience and lifestyle. Our aim was to gain knowledge of their travel habits, wants and needs, price expectations, and influences when making a booking.

Brand Development

The colour tyrian, also known as imperial purple, draws its name from a precious dye harvested by the ancient Phoenicians. It was this influence of artistic cultures that helped shape Tyrian’s brand, from the tyrian purple colour palette mixed with hints of silver, to the subtle triangle patterning that emulates the magnified inner of a shell’s natural design. 

An amalgamation of ancient Grecian, Egyptian and Phoenician art was the inspiration for the strong block design of the Tyrian word mark, representing a luxury presence in today’s serviced apartment industry. 

Located in the exciting heart of Fitzroy, yet only a heartbeat from Melbourne's CBD, the detail and nuance of the Tyrian brand symbolises the definitive style and design included in every one of our luxury serviced apartments.

Website Development

Tyrian’s website is core to its success, being the first port-of-call for research by potential customers in the business and leisure sectors. The website’s design is synchronised with Tyrian’s brand palette, offering unique differentiation in the luxury apartment sector.

Apart from stunning good looks and informative local secrets, other important features include the ability to generate private pages, allowing custom marketing that’s targeted and proactive, suiting just-in-time marketing needs, and supported by high visibility through Search Engine Optimisation (SEO).

Square Circle Triangle offered SEO strategy services to Tyrian; content was written to an SEO framework providing maximum natural page rank in Google searches. Powered by BlocksGlobal, the web-marketing engine behind Tyrian's website, our client has control over content and marketing. Key feature of Blocks is the ability to generate email campaigns that can be sent to whole mailing lists or tailored to specifically target businesses and other relevant groups for proactive marketing.

The result is a beautifully designed site that is easy to use, shows room images and information in a highly visible manner, and is marketing savvy.

Launch

Tyrian opened to the public early in October 2009.

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