In a bold move blending luxury real estate with high-impact print advertising, The Australian has launched a four-page gloss wrap to promote a single residential listing, the St. Moritz Penthouse in Melbourne, owned by media executive and investor Antony Catalano.
It’s the first time the publication has featured an individual property in this format, marking a significant evolution in print-led property campaigns.
Catalano, who is the Executive Chairman of Australian Community Media, said the decision to include the gloss wrap as part of his property’s marketing strategy was driven by the calibre of The Australian’s audience.
“I included The Australian‘s gloss wrap in my marketing campaign because it offers a unique way to connect with an affluent, influential audience in a visually striking, high-impact way,” Catalano said.
“While we live in an increasingly digital world, I believe high-quality print remains a vital part of the marketing mix.”
Catalano’s property
A premium environment for prestige brands
The campaign builds on The Australian‘s recent gloss wrap executions for luxury icons including Cartier, Ralph Lauren and Moët & Chandon, further reinforcing the brand’s positioning as a key partner for high-end advertisers.
Nicholas Gray, The Australian’s Managing Director and Publisher, said the campaign exemplifies how the brand offers advertisers a unique opportunity to connect with Australia’s most affluent readers.
“Mr Catalano’s choice of our gloss wrap for the St. Moritz Penthouse campaign marks a first, showcasing a single residential property to this influential audience,” Gray said.
“This innovative approach underscores the value we offer luxury brands seeking to connect with discerning readers.”
Catalano’s property
Integrated reach across print and digital
The property campaign includes a four-page gloss wrap in today’s Sydney and Melbourne metro editions of The Australian, paired with a digital billboard takeover on theaustralian.com.au, ensuring cross-platform visibility.
With over four million Australians engaging with The Australian each month across print and digital, the campaign places Catalano’s luxury penthouse in front of one of the country’s most valuable media audiences