Bring to market the second residential condominium tower by Tricar in the heart of Downtown Guelph.
Leveraging the success of River House, Tricar’s first tower in downtown Guelph, Orchard decided to connect the brands and release River Mill Condominiums. The branding and marketing materials supported the idealistic Guelph location calling emphasis to the proximity of the river and the energy surrounding it. The significance of the historic location was also accentuated to effectively communicate a harmonious transformation of old becoming new again. With an impressive sales centre design and a cohesive, strategy-driven creative campaign, the River Mill launch was well received by the City and its patrons.
With targeted marketing to specific demographics, attainable pricing, lifestyle focused advertising and smart and timely event launches, excitement and hype were rapidly generated. The product design and marketing that supported it, delivered a solution that was sought after by Guelph residents. River Mill was an astounding success with rapid sales in every unit type.