THE CHALLENGE
Wesbrook Properties at UBC is an array of beautiful forest walks, green streets, playparks, and bike paths. An internationally acclaimed academic center of excellence, UBC is less known for its natural beauty, towering cliffs, and charming neighborhoods. How to promote UBC and Wesbrook Properties as desirable place to live?
THE HAND IN MEDIA SOLUTION
Hand In Media working closely with local media partners launched a multi-day summer Wesbrook Festival. A digital marketing campaign was developed to drive interest, awareness, and traffic to the community:
- Creation of two digital marketing campaigns aimed at real estate shoppers and the general public
- Inquiry tracking with automated email campaign invitations follow-ups.
- Micro-sites deployment using SEO and Google Adwords to promote each property
- Google Adwords campaign and Facebook ads promoting specific events.
- Deployment of digital banners across media partner sites
- Festival materials shared and promoted on community partner sites
- Online contests and feature content linked to prizes and event day offers
THE RESULT
Oversubscription of event day real estate tours and achievement of campaign goals including full occupancy status ahead of schedule.
Wesbrook Festival set the stage for phenomenal real estate growth and expansion on UBC campus. The festival drew attendance not only from students and faculty but from mainstream and ethnic shoppers, condominium renters and purchasers. What had been a mostly anonymous corner of UBC’s Wesbrook community is now a sought-after place to live.
Project Lead: Ian Hand