Case Studies

The Challenge:

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…

The Solution:

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’.