Spinach appointed by developers of Australia’s tallest tower, STH BNK

Beulah building in Southbank, Melbourne

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Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah.

The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 billion-plus project is set to become Australia’s tallest tower and revitalise Southbank for present and future generations.

This transformative project will serve a range of functions from residential to retail and commercial and enrich the lives of Melbournians through extensive programs of cultural innovation.

The STH BNK site will also be home to BETA, an experimental event series that explores the future of retail. Merging physical and digital, art and technology, design and data, BETA will take over the newly acquired Hanover House on the site transforming it into a dynamic lab hosting a range of experiences that celebrate individuality, diversity and creative expression.

Spinach will work with the Beulah team in a media consultancy capacity to promote these and other projects with the agency’s remit spanning the full range of media and data services.

Beulah Senior Marketing Manager Amelia Ropé said, “Between recent award-winning development launches and upcoming progressive, transformational projects, we needed a media partner to help drive awareness and sales. Spinach comes on board at a pivotal time for the business and we’re thrilled to welcome this new partner.”

Beulah sought out Spinach and made the appointment off the back of the agency’s demonstrated credentials and intimate knowledge of the Melbourne market.

Spinach General Manager and Media Director Ben Willee said: “We’re delighted to be working with Beulah. The brand’s ambition and vision is extraordinary and we’re looking forward to applying this to cutting edge marketing.”


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