MAKRIS GROUP × LOVR
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MAKRIS GROUP × LOVR
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A creative, marketing and strategic partnership. A framework for building the MAKRIS Group brand, growing its destinations, owning its audiences and creating a connected marketing ecosystem across all current and future projects.
One partner. One vision. An entire ecosystem.
LOVR sees an opportunity to establish a long-term relationship with MAKRIS Group that extends beyond individual campaigns, assets or disciplines. MAKRIS Group operates across a national portfolio of retail, residential and mixed-use precincts, while its current direction is increasingly focused on destination-led placemaking and experiences. Oracle Boulevard and the transformational Marina Mirage redevelopment provide two immediate opportunities to begin that relationship, but they should not define its boundaries.
Our model brings strategy, intelligence, creative direction, design, messaging, content, digital, performance marketing and marketing infrastructure together within one multidisciplinary partner. The team shaping the strategy understands the creative. The team developing the creative understands the audience. The team managing performance understands the brand.
The ambition. To become an extension of the MAKRIS team: understanding the portfolio deeply, protecting and growing its brands, responding as opportunities emerge, and building a partnership that becomes more valuable as the business evolves.
From strategy to performance. And everything between.
When strategy, creative, content, media, digital and data sit across disconnected providers, each partner naturally sees only one part of the picture. LOVR operates across the full marketing ecosystem, creating continuity from the original commercial objective through to the work that reaches the market and the intelligence that comes back.
Five ambitions for a long-term MAKRIS and LOVR relationship.
Build the MAKRIS behind the destinations.
MAKRIS Group has a substantial family, property and placemaking story. The opportunity is to make the developer brand itself more visible, culturally relevant and recognisable, while creating owned channels and assets that strengthen the Group's position over time. Rather than letting the value generated through each development live only within the project brand, we would build a stronger relationship between the destinations people know and the MAKRIS name behind them.
A prestige editorial object documenting the history, places, people and future vision of MAKRIS Group.
Rather than a conventional corporate capability statement, LOVR would conceive and produce a substantial editorial publication that captures the legacy and ambition of the Group in a form worthy of its portfolio: archival material, commissioned photography, architectural imagery, drawings, original illustration, essays, interviews, timelines, project stories, material studies and the future vision for MAKRIS.
The principle. Not merchandise. An artefact: a piece of brand equity that gives the MAKRIS story permanence and creates a richer cultural presence around the developer.
From a collection of excellent tenants to a destination with its own cultural rhythm.
Oracle Boulevard is an established dining and commercial precinct in the heart of Broadbeach. The immediate opportunity is to use its refreshed identity as a platform for renewed local relevance, visitation, tenant participation and ongoing destination marketing. The objective: make Oracle Boulevard a reason to visit in its own right, with individual restaurants, retailers and businesses becoming reasons to choose the precinct rather than the entirety of its identity.
Indicative territories to show how strategy could translate into market-facing initiatives. Final concepts would be developed through discovery, tenant input, audience intelligence and the refreshed brand.
The channels that carry the calendar to the people who will come, and the measurement that shows what each one brought.
A multi-year creative and marketing opportunity spanning development, residential sales, cultural positioning and ultimately destination launch.
The $500 million Marina Mirage transformation is a rare opportunity to build desire around a destination years before completion. With 38 residences, a 126-key Luxury Collection resort, dining, atelier retail, wellness, events and a superyacht marina, the marketing challenge extends far beyond a single residential campaign.
LOVR would work within the established Marina Mirage brand system while continuing to extend it across new project stages, campaigns, content, collateral and experiences. Existing brand, website or creative work is the foundation, not the limit, of what comes next.
The lifecycle. Development, desire, residential, partnerships, launch, destination. A strategy that evolves with the project.
Build desire and support residential performance.
Build cultural relevance as the project progresses.
Approaching completion, the destination itself.
Turn individual campaigns into an owned MAKRIS audience.
Every campaign, event, project enquiry and destination interaction creates long-term value for MAKRIS Group. The objective is not to displace specialist sales, leasing or agency partners. It is to give MAKRIS greater ownership and visibility of the audience and intelligence created around its assets. Agencies, media partners, sales agents and leasing partners may change through the life of a portfolio. The underlying audience should continue to create value for MAKRIS.
One portfolio. Multiple destinations. One view.
LOVR-Sphere becomes the connective layer between MAKRIS Group, its assets, its audiences and its marketing performance: a centralised environment that gives MAKRIS visibility across the portfolio while preserving the different commercial objectives of each asset. Oracle may prioritise audience growth, event registrations, tenant participation and visitation. Marina Mirage may prioritise residential enquiries, qualified leads, buyer geography and campaign outcomes. Future projects join the same architecture with their own objectives.
From acquisition to destination.
Future MAKRIS projects are an opportunity for LOVR to enter from the outset and manage the complete marketing lifecycle within an already established partnership, so the marketing ecosystem is never rebuilt from zero.
Commercial and creative thinking that establishes the objective before production begins.
Creation and extension of brand systems across every physical and digital touchpoint.
Language and editorial thinking treated as part of the brand, not an afterthought.
High-end content systems spanning campaign production through to always-on social.
Digital experiences and infrastructure that connect brand, audience and commercial performance.
Integrated acquisition and communication across organic, paid and owned channels.
End-to-end marketing for developments, precincts and destinations across their complete lifecycle.
Begin with today. Build for what comes next.
Rather than prescribing the boundaries of the relationship at this stage, LOVR recommends beginning with an integrated strategic engagement across the two immediate priorities, Oracle Boulevard and Marina Mirage, while understanding the broader MAKRIS Group marketing ecosystem.
Then. An ongoing MAKRIS and LOVR partnership across strategy, design, creative writing, publications, content, digital, campaigns, paid media, CRM, activations and intelligence, with larger productions, events and future project launches scoped as required. One month the priority may be an Oracle activation, a Marina Mirage campaign and a MAKRIS publication. Another, a future project launch, content production, CRM infrastructure and performance media. The relationship remains constant even when the requirements change.
We do not see Oracle Boulevard or Marina Mirage as isolated opportunities. We see the beginning of a broader relationship with MAKRIS Group: strategy, creative and performance brought closer together, greater consistency across brands without making them feel the same, greater ownership of your audiences and visibility over your marketing, and a stronger developer brand behind the destinations. We can begin with the priorities that matter today, and build from there.