Parkside Village:
Marketing 30 Acres of Dirt.

The Prospect

In 2008, Amacon, a Vancouver based developer approached us with its plan to build a 30-acre “vertical village” comprised of condos, retail, office and park space at the centre of Canada’s 6th largest metropolis – Mississauga. The problem was the village wouldn’t come to fruition for many years to come and at the time it was simply a barren field.

The Goal

To differentiate the community from the myriad of other condominiums located within two kilometres of the site and gain enough interest and response to make the project financially viable. The key insight we uncovered was that Parkside Village was the antithesis of Mississauga living. Mississauga is notorious for being a gridlocked haven for big SUVs, big box stores and a drive-first mentality.

An Urban Community

Parkside would offer residents an urban community where people could walk to local conveniences and have a vibrant urban streetscape filled with people, art, shops and culture. The “Life. Redefined.” campaign was introduced through print, outdoor, transit, mobile media, signage online as well as a 10,000 sq ft presentation centre.

The Result

It was instantaneous. Thousands of prospects provided detailed customer data; line ups gathered anticipating the opening; media outlets clamoured to cover the story. Today, Parkside Village remains the best selling community in its market.