Gallery

PPM marketed the EightWest condominium development in mid 2012, and achieved a higher price per foot than competing products, while breaking sales records for the city.

Challenge

The impending referendum on B.C.’s Harmonized Sales Tax (HST) was leading the media and devastating the entire new home industry. Buyers rebelled against the new tax by purchasing older non-taxed product instead of new homes, and New Westminster was among the areas that suffered the lowest sales absorption.

Solution

PPM presented the media with a controversial Anti-HST position and gained massive exposure. Piggybacking on public opinion, the media presented PPM’s refusal to charge, collect, or remit the mandatory new HST tax that differentiated the development from every project in the Province. (The HST was ultimately voted out prior to project completion).

Result

The media delivered television, radio and print coverage and presented the story throughout British Columbia and into Alberta. The wide spread exposure and interest resulted in a sell-out of both phases on opening day at record prices for the city.

Marketing Components

Creative included commuter train collateral, Anti-HST digital and print advertising, and an award winning radio campaign.

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