Merri Northcote is being built on the site of an old dilapidated social housing development. Overcoming locals’ initial preconceptions about the site has been a major challenge and led to an early process whereby MAB worked hard in communicating in an “authentic” way with locals. Moving from informing, to appeasing and then seeking registration of interest has resulted in an excellent response to the development. MAB used a very wide range of tools to market the site, from an outstanding display suite, an adjoining arts centre, and the full gamut of IT technologies to achieve an excellent result.