TALASA
About this project
PPM redesigned Talasa’s floor plans and introduced a completely new product offering for the area. PPM’s campaign reconnected the residents of Kamloops by offering unprecedented ownership opportunities, resulting in record breaking sales success.
CHALLENGE
The development was located on “leased-land” and faced strong competition from competing “fee-simple” projects. The city’s new home construction industry had been performing poorly and averaging a city-wide total of only 105 new-home units sold per year. Younger buyers and investors typically avoided purchasing new construction.
SOLUTIONS
PPM identified the issues related to the existing product and redesigned Talasa’s floor plans to architecturally match with younger buyers and investors in the area.
PPM presented the product through a City-Pride campaign called “Kamloops Kool,” encouraging residents to write about the benefits of Kamloops and Talasa.
All stories were entered into a weekly draw for prizes from local retailers and restaurants, and the best submissions were used in Talasa’s print and radio campaigns.
Co-marketing campaigns spot-lighted local high-producing realtors, presenting their full image, bio and opinion of Talasa in local newspapers.
RESULTS
PPM surpassed price and sales-velocity records for the area by leveraging third-party opinion to present Talasa’s benefits. The increased community-pride and interest from investors, parental purchasers and first time buyers ultimately resulted in all 118 units selling out during a single day sales event!
MARKETING COMPONENTS
Local signage and correlating mass mail lead the creative materials, which were supported by a citywide broker campaign, print and radio.
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