Lyons Place: A Place to Call Home

Lyons Place has been named a finalist in the Marketing category of the 2026 UDIA Victoria Awards for Excellence. The recognition is for A Place to Call Home the marketing campaign developed for Lyons Place in Ballarat Central.

When Lyons Place launched in 2022, apartment living was still relatively uncommon in Ballarat. As the city’s largest apartment project, the challenge wasn’t simply to market the homes, but to help people understand what living in Ballarat Central might look like.

Built around the idea A Place to Call Home the campaign looked beyond the apartments to celebrate Ballarat Central through local stories, photography, illustration and familiar people and places.

The campaign was deliberately local, developed by Ballarat-based designer Sofie Neilsen and Hygge’s marketing team alongside sales agent Rebecca Stepnell and the team at Jellis Craig Ballarat, with several other local people and businesses contributing to the story along the way.

As Lyons Place progressed from launch through construction and completion, the campaign evolved with it, using regular updates and project milestones to bring the story of the project to life.

The response exceeded early expectations. More than 70% of the initial release sold within the first 3 months, with over 90% of early purchasers being owner-occupiers. Lyons Place also became Victoria’s highest enquiry-generating apartment project on realestate.com.au in April 2022. Today, Lyons Place is more than 90% sold and occupied.

Being named a finalist is a lovely recognition of the campaign and the people who contributed to A Place to Call Home over the past four years. Thank you to the project team and to the local people and businesses who have been part of the Lyons Place story.

The winners of the 2026 UDIA Victoria Awards for Excellence will be announced in November.