The mystery developers behind a $250 million “world-class” project in Caloundra hope to spark debate about which Sunshine Coast beach town is better, with a cheeky poke at Noosa.
A suite of billboards have gone up in Melbourne boldly declaring ‘Not Noosa’ as part of an advertising campaign for the Paloma Paloma boutique hotel and 84 residences.
The ads in Tullamarine, Footscray and Armadale are designed to attract Melburnians to the laid-back southern end of the Coast, instead of their traditional holiday and migration destination of high-end Noosa.
“Caloundra is emerging rapidly as a living destination and a major reason is because it’s ‘Not Noosa’,” said Daniel Hirst, the director of Colliers International, which is the property agent behind the development.
“Paloma Paloma is a world-class development, and with Caloundra regularly catching three of the top-six beaches on the Sunshine Coast, it will bring exceptional design, service and facility to this beautiful seaside location.
“Quite simply, it is ‘Not Noosa’.
“This project is about reinvigoration, about raising the aspiration and sophistication, and quality in Caloundra.
“We’ve chosen to display the billboards in Melbourne because we know people down there are ready for change; it’s been a long couple of years, and it’s time to hit reset.
“We know that the exceptional culture, design, experience and generosity of Paloma Paloma will provide the most brilliant home and hotel to experience the laid-back charm of Caloundra, the variety of her beaches like Kings Beach and Moffat Beach and the burgeoning cultural experiences.”
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A Paloma Paloma media statement said the billboards had gone live this week on the most-heavily transited Melbourne highways, reaching 584,111 motorists each week.
The signs are bathed in similar shades of pink and orange to the bright tint that was used to paint an entire block of buildings where Paloma Paloma will eventually be built at the top of Caloundra’s main street.
There are no images on the billboards, just the words ‘Not Noosa’ followed by the Paloma Paloma website.
The developers of the upmarket hotel and residential complex have not yet identified themselves, but are expected to roll out a series of quirky marketing strategies in coming months.
In a media release, the team said the ‘Not Noosa’ signs were a “totally unexpected pitch” which highlighted the “accessible, affordable and hidden gem of the southern Sunshine Coast, Caloundra, and the new curated precinct Paloma Paloma“.
They said Paloma Paloma would be “unlike anything seen or ever planned on the Sunshine Coast”.
“Melbourne residents have historically dragged themselves to Noosa during holiday periods, (oddly to hang out with other Melburnians!), but the Paloma Paloma team have plans to break the habit and offer a fresh new opportunity to build a future nostalgia of their very own.”
Caloundra is earmarked for a number of upcoming new developments which are expected to signal a renaissance for the often-overlooked coastal town.
And with many Australians on the move as borders open completely, the developers of Paloma Paloma are highlighting the charm of the southern Sunshine Coast.
The Sunshine Coast had the largest growth in migration from capital cities in 2021, according to the Regional Movers Index.
Melburnians, who endured the most days in lockdown of any city in the world, accounted for 48 per cent of Australians who moved from a capital city to a coastal or regional town.
Paloma Paloma recently opened registrations of interest for its 84 residences, which include “individually crafted sky homes” and two-, three- and four-bedroom dwellings with views to the ocean.
The project will include a boutique hotel and hospitality precinct plus “unparalleled” common facilities, a residential pool and home service options.
