Elegant Living on Burlington’s Sun-Kissed Shore
BeauSoleil brings together natural beauty and cultural opportunities inspired by the beautiful sun that kisses the shores of Lake Ontario just steps from its door. Here, infinite possibilities and pleasures await; providing all the joyful components that create a life well-lived. Connection to a contemporary urban centre, the endless recreational offerings of the lake and a residence designed to satisfy modern sensibilities in every facet.
In creating the BeauSoleil brand, we concentrated on its connection to the sun, on the lakefront lifestyle and the proximity to downtown Burlington. We designed a hero illustration of a woman in sunglasses that represents the sophistication of the project. We created a graphic brand in the form of a highly stylized typeface that spells out BeauSoleil in a memorable script on an angle – very beautiful and upscale – reflecting the USP of the project.
Marketing for BeauSoleil was initiated with exceptional site signage aimed at gathering registrants, as well as a robust ad campaign in local and trade publications. We designed a registration landing page that furthered the brand and made it easy for people to register their interest. A drip EDM campaign was deployed to keep registrants and brokers interested.
Key to the success of BeauSoleil was a robust digital campaign consisting of Google PPC, Google Display, and Facebook / Instagram ads. The Google PPC ads were structured in various ad groups, according to the prospects’ intent and search terms.
Our distinctive branding for BeauSoleil was beautifully showcased across many websites across the web, including news websites like The Globe and Mail and CNN. It displayed in front of people who have the intent of purchasing a home, as per the data that the Google algorithms had, and also in front of those who had previously been to the BeauSoleil landing page.
Finally, to compliment the efforts of the Google campaigns, we launched Facebook and Instagram ads to a highly targeted home buying audience. The stunning and vibrant earthy reds and browns of the ad creative truly stood out against the soft light blues and greys in the platforms’ news feed.
Furthermore, we created retargeting campaigns on these platforms so that even if a prospect initially visited the website from a Google PPC ad, they would subsequently see our social ads in their social media news feeds, prompting them to come back and register for the project.
Overall, this campaign knocked it out of the park. As our digital campaigns concluded at the end of November 2021, they had generated 2,566 registrants in the 3-month duration.
The project was 90% sold out within a few short weeks.
Marketing Review and Strategy
EDM Communication Campaigns
Full Project Website (not yet released)