Pemberton was looking for an agency partner to successfully launch a landmark Yorkville condominium, 33 Yorkville, in a highly competitive downtown Toronto market. The project had ambitious goals to set new benchmark sale pricing for a luxury product, execute a seamless go-to-market strategy with a compressed timeline, and concurrently re-imagine the Pemberton corporate brand.
Challenge
To not only sell out the building in the desired timeframe but push the boundaries of price per square foot achieved in Yorkville, Toronto, at the time of project launch. At the same time, it was important to our client to get the Pemberton re-brand in a ”ready” state so that we could leverage 33 Yorkville’s launch to announce the new corporate identity to the market.
Objective
To not only sell out the building in the desired timeframe but push the boundaries of price per square foot achieved in Yorkville, Toronto, at the time of project launch. At the same time, it was important to our client to get the Pemberton re-brand in a ”ready” state so that we could leverage 33 Yorkville’s launch to announce the new corporate identity to the market.
Solution
Community embarked on an intensive branding exercise for both the Pemberton brand and the 33 Yorkville project brand. We saw a once-in-a-lifetime opportunity to make 33 Yorkville Pemberton’s flagship property – one of such pedigree that it will bear its namesake. By naming 33 Yorkville, The Pemberton, the two brands began to reinforce one another symbiotically in the real estate community. We played on the concept of a signature as a unique identifier and the ultimate seal of approval, which became the heart of the Pemberton corporate brand.
After the brands were completed, Community embarked on an omni-channel awareness campaign to drive registrations and sustain market excitement for The Pemberton. Our multi-layered approach began with a suspenseful teaser phase to drive anticipation. We followed with a full-funnel digital and social campaign to highlight the exclusivity and quality of the brand’s signature property. The communications and media strategy came to an apex at The Pemberton’s launch event, where Toronto’s top agents lined up to attend a first-of-its-kind “Pit Party”. Walking three storeys down into a fully transformed excavation site, guests were treated to a spectacular summer night event surrounded by glowing orbs and skylit views of Yorkville. The entire event was conceptualized and executed by Community’s in-house Experiential Marketing team from start to finish.
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