March 1, 2019
On Thursday, February 28, 2019 the Homebuilders Association of Vancouver (HAVAN, formerly known as the Greater Vancouver Home Builders Association, or the GVHBA) announced the 2019 Ovation Award nominees, and IOM is honoured to have our project, Luxia at Yorkson, named as finalist for the Best Marketing Campaign.
2019 Ovation Awards Finalists ‘Oiree – Thursday, February 28, 2019
More than 200 guests attended the Finalists ‘Oiree in Vancouver, which was also live streamed to HAVAN’s online audiences via Facebook Live, Twitter and Instagram.
A record-setting 400 entries were submitted for the 2018 calendar year which created fierce competition in the 48 categories. In total, 162 finalists were announced, representing projects in renovations, new-home construction, design and building science.
Luxia at Yorkson – life; it’s all in the details.
Luxia’s marketing campaign introduced 138 townhomes to the Fraser Valley, with the campaign focused on positioning product in the very desirable area of Yorkson in Langley Township.
Registration call began in February of 2018, with a soft launch of pre-sales in the retail Presentation Centre opening in July with the understanding it was prime vacation season.
Luxia launched to the general public on September 22nd with increased digital presence, print-advertising and direct mail.
The campaign’s engagement strategy targets mainly local buyers wanting to stay or move back into the area – mostly young couples, some with young families, in their 30’s who are drawn to the walkability of the area, with nearby schools, parks, grocery and restaurants. Key to this strategy was IOM’s production of a promotional video, utilizing target market family models, that proved very effective in demonstrating Luxia’s attractive lifestyle.
Floorplans demonstrate that there is no compromising of space, with all units accommodating double garages, and with master bedrooms comfortably fitting a king-size bed. Move-down buyers appreciate the efficient floorplan and premium features that make these townhomes live like a single-family home.
IOM’s retail Presentation Centre reinforced Luxia’s product quality well before showhome construction was complete, by presenting full sized kitchens to show the buyer precisely what they will get.
Luxia’s initial assets, such as signage, e-blasts, digital ads and social-media posts grew registrants into the thousands, directing them to the website. Direct-mail to local homeowners and realtors, as well as ongoing schedule of print-ads, ensure that the general public are informed of the new home opportunities in the area.
From concept to execution, all marketing collateral demonstrate an elevated level of sophistication and high degree of detail. Stand out assets include professionally produced videos, large digital touch-screens and striking brochures that feel substantial.
Luxia’s ‘it’s included’ messaging resonates with buyers, and hard-hat tours during the course of construction help bring presales across the finish line.
At the time of IOM’s submission to the HAVAN Ovation Awards, Luxia’s marketing campaign secured more than 3,000 registrants, with 31 homes sold (1st release sold-out, beginning of 2nd release).
See the following link for more pictures of our HAVAN Ovation Award Best Marketing Campaign submission for Crescendo Suites:
See the following link for promotional videos produced for the Luxia marketing campaign:
2019 Ovation Awards Gala – Saturday, May 4, 2019
The 2019 Ovation Awards Gala will be held Saturday, May 4th, 2019 and will celebrate industry-leading builders, renovators, designers, architects, associates, and sponsors. The anticipated event will be hosted at the JW Marriott parq, Vancouver’s newest luxury hotel.