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!
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.
Lilliana L. DiFranco, VP, Amacon.
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: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…