Upper Windermere

Upper Windermere is an exclusive community built by Beaverbrook Developments. Its stylish luxury estate and premier homes are set amongst a truly distinctive community. Features include Edmonton's first private leisure centre, wireless Internet, and unique landscaping.

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In January of 2008, Beaverbrook Developments hired Incite to help it market its newest community, Upper Windermere (UW).

The first challenge was to differentiate Upper Windermere from the large number of new Edmonton communities.

The second challenge was the slow economy: showhome traffic and new home purchases were at an all-time low. Incite needed to create awareness about UW, generate excitement, and translate those feelings into home purchases.

Incite created a marketing plan, a brand, a unique advertising campaign, and planned publicity events to get people talking about the new and exclusive community. Incite devised and produced a signature event that let potential buyers experience the exclusive lifestyle being offered in UW. This included:

  • Professional figure skaters giving performances to showcase the private leisure centre
  • Partnering with Lexus of Edmonton to park luxury cars outside each showhome
  • Offering live cooking lessons to demonstrate kitchen functionality
  • On-site interior decorators sharing tips to help people imagine the design of their new homes
  • Setting up red carpets and stanchions in each showhome
  • A successful grand opening: over 800 people attended the event
  • Connections with potential clients: over 500 new client addresses were added to the email database
  • Increased interest: showhome traffic continued after the opening at a brisk pace
  • Increased sales: 50% of inventory sold in a six-month period

Upper Windermere is now out-performing all other Beaverbrook communities, and the developer recognizes Incite’s vital role in its current success.