Rodeo Drive wins Gold and two Silver at the Nationals by NAHB
Marketing Objective
– To create sophisticated and stylish environment inspired by the chic Rodeo Drive in Beverly Hills
– To merchandise the high-end luxury suites and amenities on sale at the project
Target Market
– Young urban singles and couples who love the midtown location of the project
– First-time buyers, young families and empty-nesters looking to downsize
– Investors who recognize the value and cachet of a midtown address
Creativity
– The Presentation Centre exterior was clean, white, sophisticated and welcoming
– Interior design was stylish and chic reminiscent of an upscale LA art gallery
– Wall of large size TV screens featured images and copy from the ad campaign
– Clear signage inside and out ensured a smooth and orderly flow through the Centre
Results/ Effectiveness
The presentation Centre saw high traffic throughout the Preview and launch stage, with over 70% of the first phase sold out within days just condo building. It therefore made sense to envision its corporate website as a lifestyle magazine that reflects the way Freed developments are changing the landscape of Toronto.