When MAAS Group officially launched Collina North Estate in Griffith, the goal was to celebrate an important project milestone and create an event that brought the right people together around the development.
The launch did exactly that.
It attracted senior government, council, business and community stakeholders, created valuable opportunities for the MAAS team to connect locally, secured regional media coverage and produced a strong bank of photography and video content to continue the Collina North story afterwards.
Behind it was months of planning between the MAAS Group and Straight Lines teams, with our role extending well beyond simply organising what happened on the day.
Local knowledge made the difference
Getting the right people there
For a stakeholder event, the guest list matters.
Straight Lines developed a targeted invitation list across government, council, business, banking and finance, legal, property, real estate, construction, trades and the wider Griffith community.
We managed the invitations, personal follow-up and RSVPs, helping build a strong room of regional leaders and decision-makers.
Guests included Griffith Mayor Doug Curran, Member for Murray Helen Dalton MP, the General Manager of Griffith City Council and key Council representatives.
MAAS Group was represented by John Grey, General Manager Residential Real Estate, Dominic Wilson, Development Manager, and Brad Draper, Planning and Projects Manager.
Bringing those people together gave the MAAS team an opportunity to have meaningful conversations with local stakeholders, community leaders and media around the future of Collina North and Griffith’s continued growth.
Turning one morning into a bigger story
The event itself was only one part of the opportunity.
Photography, video and PR were built into the plan from the beginning so the launch could continue working for MAAS well after the morning was over.
We developed detailed photography and video briefs to capture the official sod turn, the scale of the development, activity on site, stakeholder interaction and the people behind the project.
That created a professional library of content MAAS could continue using across Collina North marketing and communications.
Our team also prepared the media information, contacted regional media and coordinated interviews, photography and vision on the day.
The launch secured coverage across WIN News Riverina, and Region Riverina taking the Collina North story well beyond the guest list.
For a 33.3-hectare development approved for around 280 residential lots, that broader awareness was an important part of marking the beginning of the next stage of the project.
Making the event feel effortless
A good event should feel easy for the people attending it, even when there is plenty happening behind the scenes.
Straight Lines coordinated the site setup, equipment, signage, branded collateral, speakers, catering, coffee, suppliers, media requirements and event run sheet, as well as being there to set up, keep things moving and pack down afterwards.
We also wanted the experience to feel welcoming.
Locally roasted coffee, catering from local businesses, fresh fruit, refreshments and thoughtful branded touches all helped create an event that felt polished without becoming overly formal.
Those little details matter.
They create the atmosphere guests remember and, importantly, allow the client to focus on their people rather than the logistics around them.
None of this started on event day.
Straight Lines worked closely with MAAS Group Marketing Manager Emily Toll and Zoe Wallbank through regular planning meetings in the lead-up to the launch.
They brought the MAAS objectives and brand. We brought our event experience, local knowledge, relationships and the ability to coordinate what needed to happen here in Griffith.
Emily then joined us on the ground for the event, with our teams working together through the final setup and delivery.
By the time the wider MAAS team arrived, everything was in place.
They could walk onto the site, connect with their guests and media, celebrate the milestone and be confident the event around them was taken care of.
An event that delivered more than a great day
The Collina North launch was a great event. But more importantly, it worked hard for MAAS Group.
It brought influential people together, strengthened regional relationships, generated media coverage, created professional marketing content and helped build awareness around an important development milestone.
That’s how we like to approach events at Straight Lines.
We think about the people you need to reach, the experience you want to create and what the event can achieve for your business before, during and after the day itself.
And then we roll up our sleeves and make it happen.
If you’re planning a launch, opening, stakeholder event or major business milestone in Griffith or regional NSW, we’d love to help you bring it together.
