2009 National Sales and Marketing Award: Giraffe Condos, Toronto

A profile of 2009 National Sales and Marketing Gold Award Winner Giraffe Condos, Toronto

By Felicia Oliver, Senior Editor
March 1, 2009
Professional Builder

It's tall, angular and graceful. You can find it in a zoo or in the popular Bloor Dundas neighborhood of Toronto. It's the Giraffe, but the one in Toronto is several stories taller than the zoo dweller and eats less.
"It's a fun, quirky name that reflects the personality we wanted to give this building for the people were going to buy," says Daniella Andrews, senior account director for ad agency LA Inc.
LA Inc. helped its client, TAS Design/Build, find a brand personality for this project that is relevant to the target market, the neighborhood and the architecture.
The objective of both the signage and the overall advertising campaign was to drive pre-registration and change perceptions about the neighborhood, motivating those who already live there to consider moving up to Giraffe and those who don't to see the area with fresh eyes as a new and exciting place to be.
"This area doesn't have a lot of new condos," says Andrews. "It's an area in Toronto — Bloor Dundas — where there tends to be a lot of older rental buildings. So we're really paving the way there with brand new condominium development." 

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