IS Dongseo draws attention with 'Penta Hills W' localism marketing push

IS Dongseo is drawing attention with a localism marketing campaign centered on its upcoming "Penta Hills W" apartment pre-sale in Gyeongsan, North Gyeongsang Province, positioning the project around community engagement rather than conventional sales promotion.

The company has maintained close ties with the local community since acquiring the site in 2020, donating more than 100 million won (about $65,900) annually to underprivileged residents in Gyeongsan.

Ahead of the pre-sale of Penta Hills W Complex 1 — a 1,712-unit high-end apartment development and the first premium brand project in the Penta Hills area — IS Dongseo has organized a range of programs including AI education seminars, a screen golf tournament and resident-oriented cultural events, aiming to revitalize the local community beyond simple sales outreach.

This month, IS Dongseo is supporting "Uk-su Market," a local specialty goods promotion program run by Daegu MBC, to operate a local food direct-trade market in the Jungsan district from June 12 to June 14. The company also plans to hold an apartment subscription talk show for prospective buyers and local residents, along with a cultural festival around Jungsan Lake Park.

The company has also invited "Bu-ingnam" — a real estate-focused YouTuber with 1.77 million subscribers — to host a special real estate lecture.

Song Won-bae, chief executive of Bilsabu and Daeyoung Redeco, the sales agencies handling marketing for the project, said the company is "pushing forward with a variety of participatory events that provide practical information and benefits to prospective buyers."

Industry observers regard IS Dongseo's approach as a case study in going beyond conventional pre-sale marketing to focus on community revitalization and mutual growth with local residents.