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.
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.
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.
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: 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…
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.
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: 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.