Canvas – Anaheim
Development
Leveraging public, performance, and digital arts.
Situation
One of TRI Pointe Homes’ more unique master planned communities is Canvas, located in Center City, Anaheim. Envisioned as a community that will bring art, imagination, and inspiration into the neighborhood and homes of its residents, Canvas features seven (7) large scale murals by award-winning artists. The garden-themed mural art collection was curated by Jasper Wong, an internationally renowned artist, illustrator, curator, and art director. TRI Pointe engaged BCI for Media Relations, Social Media, and Community Outreach, to assist with sales of Canvas’ 232 residences, in three distinct collections.
Strategy
Leveraging the community’s many unique features, BCI crafted advertorials, press releases, and events to capture the attention of potential homebuyers. To establish a positive presence in Anaheim, BCI conceived and produced a Groundbreaking ceremony with speakers Mayor Harry Sidhu and Councilmember Faessel. BCI offered ceremonial engraved shovels to speakers and VIP attendees, and sent photos of the event to print media and published images on social media. A Grand Opening celebration was designed to coincide with a mural unveiling, and an art-themed community celebration. Aiming to reach a social media-savvy crowd, BCI also crafted a comprehensive social media campaign, establishing and managing its social media platforms. To garner additional attention, BCI also nominated the community for national awards based on its truly unique product, offering the space and privacy of single-family homes in an urban setting.
Results
In just three months, BCI amassed hundreds of followers on the Canvas social media platforms, and reached thousands more via its successful placement of articles in regional media outlets. BCI’s partnership with the Canvas development team and ad agency helped publicize the project throughout SoCal and earn success through individual home sales.
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