Challenge

Cove Properties approached Chase with the challenge of launching 2 new condo towers while breaking through the clutter of Calgary’s downtown real estate market. In a booming market with a rapidly changing inner city landscape, Chase needed to generate brand awareness and create an understanding of Cove’s distinct product offering.  With exposure to many choices on the market, consumers needed to be exposed with something unique and fresh in order to captivate their attention and generate sales leads.

Solution

Chase recognized that Calgary was changing. The skyline, the lifestyle, the culture of the downtown core was booming in a strong and prosperous real estate market. Building on Cove’s success of the Sasso and Vetro projects adjacent to the site of the new towers, Chase’s focus was to develop a campaign that highlighted the new project in a unique way. Calgarians were now living in a transforming city, in a new era. Thus, the name NUERA (pronounced new-era) was born. From there an progressive lifestyle ad campaign series, interactive website and contemporary sales centre were developed. The tone of the project was clean, refreshing and vibrant – articulating and supporting the evolution of downtown tower living.

Advertising Campaign

The overall look and feel of the advertising campaign was clean, crisp and vibrant. Three main flowers were used throughout the campaign, along with the introduction of lifestyle images and various building renders. The use of flowers was symbolic of new growth in a new era of Calgary’s downtown core. Ads ran in traditional print mediums such as the Calgary Herald, Calgary Condo Guide, Calgary Condo Living, Opulence, Best Homes and Orange Life.

Teaser | ‘Dawn of a New Era’: Creating interest and intrigue in the project. Alluded to ‘A new addition to the Calgary skyline at Stampede Station’. Call to action was to visit the website and register to be among the first to receive project information.

Knowledge | ‘Experience the New Era’: Introduced lifestyle images and key information about the project including renders, models and floorplans. The knowledge phase was timed with the launch of the website as well as the opening of the sales centre. Call to action was to visit the Discovery Centre and meet with the sales team to learn more about this new and exciting project.

Action | ‘Live in the New Era’: A strong sense of urgency was created as reservations on suites could now be secured. These ads were timed with e-mail blasts to VIP registrants on the NUERA website with important details and key dates.

The NUERA Discovery Centre

With access to the newly constructed Sasso tower adjacent to the site of NUERA, Cove and Chase were able to transform a portion of the main level (future retail/commercial space) into an interactive sales centre named the ‘NUERA Discovery Centre’. In conjunction with Cove’s interior designer, Chase was heavily involved in the design and layout of a contemporary space where visitors could experience the NUERA brand.

Signage: Exterior signage included a 120’ stretch of hoarding conrnering the future site of NUERA. Messaging here was changed throughout the campaign to coincide with the current advertising, as was the adjacent billboard. Being right outside the Discovery Centre, this signage helped to mark the area and direct traffic.

Interior Elements: Sleek, contemporary wall mounted and standup backlit boards were used to showcase floorplans, features and to tell the story of Cove Properties. Large plexi wall mounts displayed suite availability as well as numerous local amenities. These features helped to guide visitors through the NUERA experience where they could step into a kitchen and bathroom vingette with options for interior selections.

VIP and Press Event: Chase coordinated a VIP and Press Event for the grand opening of the Discovery Centre. Invitees included registrants in the NUERA database as well as select media contacts. A catered cocktail party unvelied the first look at the NUERA presentation folder and accompanying information. The launch event was extremely successful, resulting in the reservation of remaining suites in the first two phases of the project.

Presentation Folder: This multi-page landscape folder included glossy full page images of the city skyline, tower renders and campaign lifestyle. With a modern and sophisticated design, this piece housed project information including floorplans, suite features and building amenity information.

Website

To coincide with the teaser phase of the ad campaign, the website began as a flash introduction with a strong call to action to register to become a VIP member with NUERA. Those who registered in the database would be among the first to receive details of the building, important upcoming dates and invitations to exclusive NUERA events.

Once entering into the knowledge phase of the campaign, the full site was launched with a staged release of specific sections. Floorplans, interior and exterior renders and 3D fly-throughs were added overtime in order to create continued interest in the project with the ultimate goal of leading people to the sales centre.

Over the course of the campaign, email push pages were sent to registered leads, informing them of important project information. Opening of the Discovery Centre and notice of a VIP reception were communicated using this medium.