Case Studies

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; demonstrated the sound planning and innovative urban development approach of the project; redefined the concept of mixed-use development and created understanding with key influencers; stimulated excitement and awareness with leading real estate insiders; built sustained media interest; and supported the sales and marketing strategy.

With a strategic media relations program that systematically achieved its goals, Brandon’s PR program helped make World on Yonge one of the fastest selling residential and commercial projects in the GTA last year.

Focused on three distinct, phases, (1) developing awareness of York Region’s growth plans and the benefits of mixed use development; (2) project-focused publicity; and (3) celebrating the groundbreaking, the sustained public relations program leveraged both broadcast and print media, while effectively segmenting the media landscape to address specific messages intended for specific audiences.

Among these tactics, Brandon created story angles specifically geared to diverse ethnic media, local community publications and mainstream traditional media like Toronto Star and National Post (even these publications were pursued strategically, with narrowly focused pitches targeted to various sections, including real estate, city, business and lifestyle).

With a sustained editorial campaign, a high profile location on Yonge Street, strong levels of awareness with key audiences, and tremendous sales success, Liberty encouraged Brandon Communications to create a distinctive ‘ground breaking’ ceremony worthy of the project’s stature, to celebrate the imminent start of construction.

To mark the milestone, Brandon coordinated a reception event and presentation that featured high level political participation (including speeches from Senator Linda Frum, who represented the Hon. Peter Kent, MP; Peter Shurman, MPP; and local officials), while managing to resist the lure (and relative simplicity) of the typical “grip and grin” sod turning.

Seamlessly moving the more than 150 guests from the tent to the parking lot outside following the speeches, Brandon’s team coordinated the call to “start demolition” from the assembled dignitaries. From behind their bull horns, the call brought the huge excavators and construction equipment to life- the roar of their diesel engines drowned out only by the sound of crashing bricks and falling metal- as the machines tore holes into the site’s vacant retail buildings.

With debris flying and construction dust in the air, dignitaries and special guests were given an intimate and unforgettable look at a groundbreaking and were treated to a spectacle that, like the project itself, was truly out of this World.