Taking cues from the spectacular sail-shaped architecture that would become landmarks for the city's skyline, DfR looked to the stars for a unifying theme. Using the names of the celestial constellations, Callisto and Carina, the campaign was dramatic and memorable, setting strong brand recognition on the waterfront. With strong print collateral and a comprehensive advertising campaign, the development was aimed towards the international market. With over 60% of the |
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development sold within the first three months of sales, Callisto continued upon Carina's success, this time attracting affluent and highly mobile purchasers from around the globe. The luxurious suites became home for many business professionals from Vancouver and abroad, and set an average selling price well over other prices in the area at the time.
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