Case Studies
OAKRIDGE PARK
Oakridge Park
Serving as a bespoke and captivating cultural destination for Vancouver, Canada: Oakridge Park is designed to seamlessly encompass every aspect of people’s lives — where living, working, and playing converge harmoniously, offering a space for inspiration, personal growth and relaxation. Spanning over five million square feet and strategically designed around a sprawling nine-acre park, Oakridge Park creates a distinctive enclave within the expansive 28-acre footprint, comprising residential, retail, office, public realm, civic, and cultural components.
The project will become something beyond anything the city has ever seen.
Website:
The Brief
To develop effective strategies and approaches to elevate the profile of Oakridge Park as a premier global cultural and luxury retail destination Chinese customers before and after its completion in 2025.
The Challenge
Political and geographic tensions, along with recent immigration policies, made it more challenging to find positive angles to promote
a Canadian project in China. It also took time and effort in identifying engaging stories, when there was a lead time before the project
fully completes.
The Strategy
We invested considerable effort in selecting angles and crafting messages to promote the project throughthrough extensive market research, media presence analysis and brand study. By incorporating Chinese-related elements and activities such as Lunar New Year events and retail offerings preferred by Chinese consumers. Additionally, we remained attuned to the latest trends and keywords popular among Chinese travellers and gathered insights from international Chinese spenders.
Our strategy focused on targeting the right media titles and channels, particularly high-level outlets in premier lifestyle and luxury media, including Tatler, Vogue, and other leading publications.
The Impact
-
Over the last one year, we achieved over 20 media articles (both print and online) for Oakridge Park, including Travel and Leisure China, Elle China, Vogue China, Marie Claire, Harper’s BAZAAR, Fortune Character, ifeng.com, Sohu, Tencent, Sina and many more
-
Through multiple press release with strategic angles, we secured exclusive media interview with top luxury lifestyle presses such as Travel and Leisure China, Fortune Character, high-end magazine distributed to all developed cities and regions around China with over 700,000 circulations each issue
-
Reached over 400 million views in China through strategic media relations
-
Generated Chinese media trips in Vancouver