Called ‘The Orchard Residences’, the project, managed by Orchard Turn Holdings, will position Orchard Road as a premium destination in line with the world’s most famous shopping districts.
When you think of New York, Fifth Avenue comes to mind. Likewise with Paris and Champ Elysees, and London and Bond Street. We want Orchard Road to be Singapore’s Fifth Avenue,” said Ally Lim, 10AM’s group account director.
A 170-second TV spot, shot in soft, muted colours, traces the life of a couple living in The Orchard Residences. To the strains of a nostalgic jazz song, the couple swims in a rooftop pool and enjoys the panoramic evening view of the city in their luxurious apartment.
The ad is being screened only on MediaCorp’s Channel NewsAsia (CNA) — as its viewership fitted the potential buyers of the Orchard Residences, said Lim. Orchard Turn also became the sole sponsor of CNA’s 10-episode weekly programme ‘Planet Luxury’, which began airing in July.
“The Orchard Residences is not meant for the masses, so we eschewed advertising in the mainstream media and turned instead to channels which high end consumers would be interested in,” explained Lim.
10AM also produced a brochure, resembling a coffee table book, for potential buyers. The book contains pictures of the city skyline as well as digitally manipulated photographs to show how living in the condominium would be like when it is completed.
“As the development is not completed, this will give buyers and potential buyers a feel of what they will be experiencing when living in The Orchard Residences,” noted Lim.
In April this year, Orchard Turn announced that 98 units of The Orchard Residences were sold on a by-invitation basis, at a price of S$3,213 (US$2,120) per sq ft.
