Projects

RESORT

URBAN

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The Signature Estates

Branches

Montage

Pulse

Foundry

Altaire

Collage

Touchstone

Sakura

Watercolours

Laguna Parkside

Avedon

Brava

Montreux

Callisto

SUBURBAN

Services Provided

Print

Web

Presentation Centre

BC builder and developer Polygon Homes set DfR the challenge of building interest in a striking new tower in an area of Burnaby, BC not commonly recognized as a residential neighbourhood.

DfR’s approach to the Watercolours campaign was multi-faceted in every respect. To promote the real ‘livability’ of the area, DfR drew attention to the convenience and amenities of the central Burnaby location. The proximity to the SkyTrain, shopping, restaurants, schools, parks, and golf courses was a recurring theme in the direct mail pieces, print advertisements, and brochure which included a detailed area map. The stylish, modern interiors and stunning views from the sleek tower were captured with sharp, vivid photography and descriptive copy. The different campaign facets were

tied together with a palette of aqua colours, which also connected to the project name. With the positioning line “Life in Colour,” a home at Watercolours was presented as a vibrant opportunity where community amenities, well-designed interiors, and a convenient location converge. The target market of first-time home buyers and Burnaby natives flocked to the Presentation Centre to see the latest home ownership opportunity in an increasingly popular city. Sales were strong and the campaign succeeded in establishing a launching pad for Polygon’s second project in the area, Collage.