Case Studies

Parkside Village, Amacon
Parkside Village Redefined Real Estate Pr

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.

To create awareness and build strong pre-registrations, the PR campaign was launched ahead of the marketing, using editorial to connote credibility and authenticity in the messages, and events to spur connections with buyers.

Utilizing an exclusive strategy, the Toronto Star was selected to introduce the project and its unique approach to urban planning. Working with them, a front page article appeared in early January. This created tremendous buzz and widespread anticipation for the project’s launch; it also motivated buyers to think beyond traditional real estate messages and consider planning issues and questions of urban design.

A sustained PR program, driven by strong editorial, challenged purchasers to think beyond the floor plan and to consider their unit in context- a condition supported by the marketing.

Media relations were predicated on a strategy of delivering unique pitches to specific editors based upon insight into their readership, interests and focus. For instance, the Globe had the exclusive opportunity to interview Vancouver planner Larry Beasley; the Star profiled Amacon’s sibling leadership team; the Sun wrote about a female-driven development; and the National Post was flown to Vancouver to tour the developer’s sites and their “west-coast” approach (see attached PDF’s).

Other feature coverage intended to satisfy the desire to create heightened awareness of

Mississauga was achieved throughout the year, across various media. Concurrently, product-related messages were driven through the inside pages of the housing sections, in trade publications and through local media.

The result was high profile PSV editorial, somewhere, in every month of 2008!

Brandon’s program, with keen insight from Fly Agency and In2ition Realty, included tactics such as targeted newsletters, onsite consumer seminars, community sponsorships, local philanthropy, and a series of events designed to drive visitors to the site and build relationships. The events featured local partnerships (e.g. Mississauga-based caterers, florists, etc) and sought opportunities to reinforce the marketing messages (e.g. a Pooch Patio and Doggy Spa for guests’ pets at one event reinforced PSV’s pet-friendly approach).

These and other PR activities were designed to amplify key messaging, support brand positioning and create close connections between Amacon, its purchasers and the city.

A highlight of the innovative PR approach was the creation of the Mississauga Walk of Fame. Utilizing PR, Amacon introduced the Walk as a permanent feature of site’s physical design, and a community asset. Ultimately boasting the names and handprints of many of the city’s leading citizens, Mayor McCallion became the first inductee at a gala purchaser event this past fall.

Whether it was the sustained front page coverage, onsite events, targeted communication tactics or the sight of Mayor McCallion immortalizing herself in cement, Parkside Village helped redefine real estate PR in 2008.

“Our public relations efforts have been a critical aspect of our marketing strategy at Parkside Village. There’s been tremendous consumer response and it can be directly attributed to our earned media efforts. Beyond traditional editorial coverage, we, along with Brandon Communications have deployed several initiatives that have not only benefited our brand but our bottom line, as well”

Lilliana L. DiFranco, VP, Amacon.

EXAMPLES IN MEDIA

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