Strategy and Integrated Marketing

Kingsley Developments required an overall strategy for their new high rise development project. Cyclone conducted research to define the product and amenity mix in addition to determining their target audience. Our integrated campaign consisting of brand development, print collateral, direct mail, newspaper advertising, online media and animated 3-D video tours created a major “buzz” in the local market which helped Kingsley secure buyers for 21 of the building’s 72 suites during the grand opening event

Client

Kingsley Developments is an award-winning builder of commercial and high-rise residential properties in Southwestern Ontario.

Discovery

Westmount Grand - a high-rise, in-fill project in Waterloo, Ontario - is the company's first venture into the luxury condominium market. Kingsley called on Cyclone Creative to develop a branding and creative strategy for the project, and produce marketing programs and collateral materials to help generate sales.

A short timeline, tight promotional budget and a softening real estate market called for a highly focused, compact strategy with a quick roll-out.

Analysis

The Kitchener-Waterloo area is home to two premier Canadian universities (Sir Wilfred Laurier University and the University of Waterloo), a global player in financial services (Manulife Financial) and the makers of the famed BlackBerry (Research in Motion). As such, it enjoys a high proportion of affluent, well-educated and discerning professionals.

While the market for upscale, single-family homes was well-served, the luxury condominium market was not.

Strategy

Recognizing the opportunity to leverage traditional themes of cosmopolitan luxury in a neighbourly city setting, Cyclone Creative developed branding and imagery aimed at 50-to-70-year-old prospects. These are people who were looking to downsize their homes while maintaining or even upgrading their lifestyles, but without leaving the Kitchener-Waterloo area.

Outcome

Using a targeted combination of print and online media - including an animated 3-D video tour of a typical suite - Westmount Grand has gone from an unknown to the new standard for luxury living for this segment of affluent individuals.

During the Westmount Grand launch event, Kingsley Developments secured buyers for 21 of the building's 72 suites. This created a major "buzz" in the local real estate community and fueled further interest and sales.

Today, 60% of the units at Westmount Grand have been sold, despite a downturn in the local real estate market.