The Mack is the first project of Marlin Spring, a new development company founded by former executives from H&R Developments and Lanterra Developments. The Mack consists of 215 townhomes at Major Mackenzie and the 400 in Vaughan.
The Mack was a runaway success. Our branding and marketing strategy overcame a challenging location, lots of competition and a high price point. How? Through 52’s careful marketing and creative strategy, we blew this townhome project right out of the water!
52 Pick-up created a fresh, contemporary brand mimicking the colloquial “MACK” – a local pet name for Major Mackenzie Drive. The brand utilizes striking black and white photography juxtaposed with fire engine red typography and graphics meant to emphasize life’s ‘magical moments’. An appealing on-brand Presentation Centre outfitted with touchscreens, an aggressive a-frame program and a strong campaign initially directed at VIP brokers through a targeted email campaign resulted in 85% of the product selling out within hours of its release.