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Ocean eleven

THE HAPPY CLIENT (and his challenge)

“I am quite well known for setting the bar pretty high and at the end of the day awaywithwords always exceeded my expectations. They are fresh, innovative and thorough.”

- John Batty, owner 'Ocean Eleven' luxury apartment

Property owner John Batty, based in Auckland, spent a lot of time, energy and love creating a luxury apartment in downtown Mount Maunganui and wanted it to be a property of choice bringing in high quality visitors year round. To do this, he needed a writing partner on the ground to visit the property, get a sense of the brand and put themselves in the shoes of his ideal visitor.


Establishing a strong brand, target personas, tone of voice and key messaging is a sure-fire way to achieving consistent and targeted content across all digital communications. We were excited to be shaping the property’s brand from the outset especially in such a competitive holiday rental market.


We met face-to-face with John, viewed the property and dug deep to draw out the property and content ‘gems’. We developed four personas for two distinct target markets - local and international, as well as key messages and a property name (Ocean Eleven). We also wrote online copy for the property’s Bookabach online listing plus content for a high quality guest information booklet.

We brought in Strategic Marketing expert Karen Clarkson to develop the overarching social media strategy and one of our graphic design partners Cab Creative for the visual brand.


When “Ocean Eleven” launched with its new content on Bookabach, the property was booked for more than 50% of the time. The bookings for the following summer season exceeded the target occupancy rate of 75%.

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