Grosvenor Americas is an international real estate developer, with North American offices in Vancouver, Calgary and San Francisco. For this project, our team was engaged to create a strategy to launch the penthouse suite at its luxury development in Calgary’s West End. Our approach combined traditional media relations with influencer relations to make a splash in the Calgary market. We engaged Calgary’s preeminent interior designer, Amanda Hamilton, to design a suite that would appeal to the epicurean, someone who is well travelled, enjoys cooking, wine, music, and literature. Once the space was complete we executed our launch campaign. To garner traditional media coverage, journalists from television, print, and online were invited to tour the suite. To appeal to influencers, we executed a long table dinner on the 2300 sf rooftop terrace of the Avenue West End Penthouse, with an exclusive list of attendees. We also hosted a real estate industry event with the intention of getting entirely new audiences into the home.
Global News did a story on the unveiling of the home which resulted in a prospective buyer seeing the story on the news and viewing the suite the next morning. In addition to television media, The Calgary Herald did a feature on the suite as well as Daily Hive and Condo Living. Coverage from influencers visiting the home came in the form of Instagram stories and posts. Overall, the client was thrilled with the level of coverage and the variety of audiences that were exposed to the penthouse through both traditional and social media.