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The Harbour Club is a premium heritage condominium development in Port Dalhousie, Ontario. While the project had achieved strong sales in the first year, public perception had stalled as the construction start date was delayed.
The Harbour Club is a premium heritage condominium development in Port Dalhousie, Ontario. While the project had achieved strong sales in the first year, public perception had stalled as the construction start date was delayed.
My goal was to refresh the brand and re-engage market interest by introducing a new website and lifestyle element that it currently lacked, within the constraints of a limited budget.
My goal was to refresh the brand and re-engage market interest by introducing a new website and lifestyle element that it currently lacked, within the constraints of a limited budget.
I led a full creative refresh with lifestyle integration, and re-established buyer interest.
I led a full creative refresh with lifestyle integration, and re-established buyer interest.
Step 1: Branding with Lifestyle
Step 1: Branding with Lifestyle
Brand Video
Brand Video
After sourcing the right models within our target audience—real purchasers who were eagerly anticipating the development’s progress—I directed lifestyle photography to create a storytelling video showcasing life in Port Dalhousie.
Lifestyle Photography
Lifestyle Photography
Step 2: Website Redevelopment
Step 2: Website Redevelopment
The original website was now years old, a refreshed website helped the brand look new to potential buyers. I designed and launched a new modern site infused with lifestyle elements, updating the dated visuals.
Step 3: Email Campaigns
Step 3: Email Campaigns
Several email campaigns were sent using new creative
Several email campaigns were sent using new creative
Step 4: Social Media and PR Integration
Step 4: Social Media and PR Integration
The lifestyle video garnered record-breaking views for the brand and secured new interested leads.
The lifestyle video garnered record-breaking views for the brand and secured new interested leads.
Through paid advertorial, I worked with a local luxury magazine to promote the development.
Through paid advertorial, I worked with a local luxury magazine to promote the development.
I conceptualized and wrote the article and integrated the new lifestyle photography.
I conceptualized and wrote the article and integrated the new lifestyle photography.
Results
Results
The rebrand and digital push produced immediate results, with record-breaking web traffic, achieved without a traditional ad spend, showcasing the power of strategic creative direction and targeted communications.
- 1,300+ website hits in 3 days—over 3x the previous highest record with dozens of new registrants
- Confirmed prospective purchasers directly tied to the relaunch efforts
- Front-page local newspaper coverage, generating community buzz and new leads
- Repositioned the brand with a lifestyle-driven narrative that restored existing buyer confidence and market interest
Reflection
Reflection
This project proved that a stalled brand can be reinvigorated with the right creative vision, even on a limited budget.
This project proved that a stalled brand can be reinvigorated with the right creative vision, even on a limited budget.
By infusing an aspirational message, I showcased the lifestyle of our ideal buyer and reminded the market why The Harbour Club is a special place to live.
By infusing an aspirational message, I showcased the lifestyle of our ideal buyer and reminded the market why The Harbour Club is a special place to live.
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