With only 49 high-end townhomes being built, DfR centered the campaign for the Signature Estates at Raven Woods around the messages of luxury and exclusivity. A palette of midnight blue and gold set the right tone, while a mix of black-and-white and colour photography, varied paper stocks, and elegant typefaces added a luxury brand 'look and feel' to the collateral. DfR worked closely with the Takaya team to unroll a phased campaign, customizing pieces for specific audiences. Waitlist registrants were the first to learn about the Signature Estates, and DfR designed and produced invitations, brochures, floor plans, and wall graphics for a one-night-only VIP sales event. |
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The opportunity was then extended to existing Raven Woods residents via a personalized letter campaign. Finally, the collection was introduced to the general public with a direct mail campaign and print ads that focused on the spacious, well-appointed interiors, proximity to downtown Vancouver, and world-class recreational opportunities in the backyard. Rounding out the campaign was site signage and a custom web page with registration option. Each element reinforced the message of premium quality, creating a polished, integrated campaign. Our client was very pleased with the results and has engaged DfR for its next development in the Raven Woods community. |
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