2009 National Sales and Marketing Award: Giraffe Condos, Toronto

Printer-friendly version

A profile of 2009 National Sales and Marketing Gold Award Winner Giraffe Condos, Toronto

March 01, 2009

Giraffe Condos, Toronto / Best Overall Ad Campaign/Best Signage

Builder: TAS DesignBuild

Ad agency/PR firm: LA Inc., Toronto



It's tall, angular and graceful. You can find it in a zoo or in the popular Bloor Dundas neighborhood of Toronto. It's the Giraffe, but the one in Toronto is several stories taller than the zoo dweller and eats less.

"It's a fun, quirky name that reflects the personality we wanted to give this building for the people were going to buy," says Daniella Andrews, senior account director for ad agency LA Inc.

LA Inc. helped its client, TAS Design/Build, find a brand personality for this project that is relevant to the target market, the neighborhood and the architecture.

The objective of both the signage and the overall advertising campaign was to drive pre-registration and change perceptions about the neighborhood, motivating those who already live there to consider moving up to Giraffe and those who don't to see the area with fresh eyes as a new and exciting place to be.

"This area doesn't have a lot of new condos," says Andrews. "It's an area in Toronto — Bloor Dundas — where there tends to be a lot of older rental buildings. So we're really paving the way there with brand new condominium development." 


 

 

 

Intro: The 2009 National Sales and Marketing Award Gold Winners

Site Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 million
Bridgeland, Cypress, Texas | Best Master Planned Community of the Year
The Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the Year
Ritz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape Design
Miraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000
Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000
Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 million
The Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 million
Celebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built Community
Giraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage
1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print Ads
Simonini Builders Corporate Brochure | Best Corporate Brochure
MYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000
Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White Ad
NXT at Windemere by the Lake, Toronto | Best Graphic Continuity
Shappell Matchmaker Campaign | Best Internet Marketing Campaign
'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad Campaign
Additional Gold Award Winners
Judges – 2009 National Sales Marketing Award

Comments on: "2009 National Sales and Marketing Award: Giraffe Condos, Toronto"

August 2017

This Month in Professional Builder

Products
Features
Overlay Init