Project / Nusajaya (now known as Iskandar Puteri), Johor
Task / Master Map, Progress Report, Exhibition Design, Communications
Client / UEM Land (Master Developer)
Year / 2008–2011
Nusajaya was officially launched in February 2007, and is one of the five flagship zones of Iskandar Malaysia—a 550, 000-acre economic corridor inspired by the best that the world has to offer.
Just a short 15-minute drive away from Singapore, it spans 24,000 acres, making it the largest fully-integrated urban development in Southeast Asia. Masterfully planned with facilities to cater to needs such as safety and security, transportation, convenience, and an enriched lifestyle, Nusajaya is envisioned as the nation’s most modern, connected, and liveable city.
Due to the size and the complexity of the development, the branding and promotion strategy was an extensive one, and it involved many parties. Our role was to promote Nusajaya and its premium residences (East Ledang, Ujana, and Impiana) through a series of advertisements, local and international exhibitions, and the quarterly Nusajaya Progress Reports.
Our three key contributions in the Nusajaya project includes:
Creation of the Nusajaya master map
We drafted a new master map for first-time visitors to Nusajaya, highlighting important, relevant precincts and facilities in the area.
We were also able to discover and highlight the Singapore-Johor Bahru Ring Road: a series of connected roads that encircles parts of Johor Bahru and Singapore.
Nusajaya Quarterly Progress Report
We produced ??? quarterly Progress Reports (from ??? to ???) for Nusajaya to keep stakeholders and investors informed of relevant updates within the development.
Ad campaign targeted at the locals
We were also responsible for running a campaign to communicate the purpose of Nusajaya as a development to the local audiences. The campaign also sought to instil confidence in the local audience, as most Johoreans were quite skeptical about the potential and success of Nusajaya during the initial stages of the development.
The campaign was successfully carried out through a mix of print and media advertisements.