When Lifetime and CentreCourt dubbed their new project Karma, it wasn’t just another name- it was a mission statement and an indication that the developers wanted to do, and say, something different…
Brandon Communications managed an aggressive PR campaign for Karma that leveraged the project’s creative positioning, to deliver impactful and sustained print and broadcast coverage.
After establishing an editorial foundation based on traditional, yet necessary housing messages (such as location, price, amenities, and design), Brandon built a more sophisticated narrative, predicated on two key message tracks.
Intent on reinforcing Karma’s unique brand as ‘the condominium with a social conscience’, Brandon pursued a media relations program that generated increased exposure, based on two themes: the project’s unique registration program called You Register: We Donate; and the developers’ commitment to partnership and collaboration.
Individually, each offered strong angles to engage news media- but when viewed collectively, and as part of a comprehensive PR strategy, they helped create indelible understanding for the Karma brand.
Leveraging the developers’ decision to donate $5 to one of three local charities for every unique online registration received, Brandon pursued an aggressive public relations program, with both print and broadcast media, to amplify this innovative campaign.
With strong interest in the positioning from traditional media (and a comprehensive social media strategy to engage influential bloggers on online influencers), awareness for Karma’s registration program was massive, with an effective ‘call to action’ (the sales team tracked nearly three times the average number of pre-sale condo registrations, following the editorial campaign).
As media outreach for the registration program was gaining traction, Brandon introduced a second “feel good” media relations campaign also designed to reinforce the “good Karma” brand strategy. Here Brandon identified editorial opportunities in the development team’s partnership structure, and sought story opportunities that highlighted Lifetime’s corporate pursuit of collaboration and cooperation.
Convinced that their history of joint real estate ventures was unique, and believing that this collaborative corporate approach supported Karma’s overall positioning, Brandon sought targeted and impactful media exposure to support this insight. The result was additional front page coverage for Karma (plus further social media pick up) and greatly increased exposure for the project.
Pursuing two independent but complementary campaigns speaks to Brandon’s recognition that in today’s competitive real estate media market, PR programs must go beyond mere hype to connect with consumers and journalists. The PR team understood that to ‘move the needle’, condo developers must ensure that their brand connects with the audience on an emotional level; that it resonates with integrity; that it feels honest, and is seen as more than mere spin.
In this case, for Brandon and the team behind this successful new condominium tower, the best PR approach simply came down to ‘good Karma’.
CHALLENGE: A new condo in a hyper-competitive neighbourhood needs to stand out. How does a developer create a sense of optimism in a marketplace fraught with negativity?
SOLUTION: Brandon created a strategic plan that looked at the PR challenges presented by the developers, as PR opportunities.
CHALLENGE: In a hyper-competitive residential real estate market, projects must have a compelling and unique story to tell.
SOLUTION: Lifetime Developments and CentreCourt Developments understand this, and as a result, their launch in 2012 of INDX proved to be one of the best stories of the year.
CHALLENGE: When a relatively new development company, with limited brand awareness, launches its “first” project it can be difficult to get attention in today’s hyper-competitive media marketplace.
SOLUTION: Brandon took its inspiration from the dream team of consultants client Henry Strasser and Phantom Developments selected for Jade’s architecture, interior design, marketing and sales.
CHALLENGE: With mortgage rule changes, irrational fears of an investor driven market and increasingly negative headlines about the housing industry, Toronto’s condo market saw a significant cooling off in the middle of last year and a corresponding erosion in consumer confidence.
SOLUTION: Brandon Communications put in place a strategy that leveraged the project’s existing high levels of brand awareness to recalibrate the significance of its anticipated opening.
The Challenge:Liberty Development turned to Brandon Communications to tell the story of the GTA’s largest single phased mixed-use development because they were looking for results that were out of this world… fitting since the developer and their marketing team branded the project World on Yonge.
The Solution: In just over a year, Brandon’s focused media relations and community relations program helped build awareness and comprehension with local ratepayers…
The Challenge: The key to a successful PR campaign lies in having something to say, and Amacon’s Parkside Village community gave Brandon Communications a lot to talk about!
The Solution: Using a focused, year-long PR strategy, Brandon’s program was designed to seed the “urban village”, make local urban planning an “issue” and build the developer’s profile.