Our marketing strategy included digital and traditional channels, ensuring maximum visibility and engagement. Targeted online and Out-of-Home advertising were used to reach potential renters during their online searches and as they went about their day-to-day lives. Reinforcing the building's prime location, the marketing name combined the building number with “The Well” in place of the street address (450 Front Street West). This enhanced our brand’s association with The Well community. The logo represents the five offerings of The Well; Eat, Shop, Work, Live and Play.

Our brochure invites readers to explore the 7.7-acre urban village our building is located within through photo-realistic renderings and lifestyle images that feature organic, candid depictions of real people; allowing prospects to visualize their life in the property. Images shot with a short depth of field give a layered and textured feel with background items out of focus. A digital manifestation of sophisticated urban living, our website uses thoughtful image selection to convey our community's modern architecture and union of sleek contemporary design and timeless elegance.

Our innovative rickshaw campaign was a standout endeavour to enhance brand awareness along King West. Throughout summer, we offered complimentary rides driven by a chauffeur wearing a branded t-shirt. 'Living Well at The Well' adorned the rickshaw, reinforcing the promise of our community.

Our campaign resulted in the project exceeding its targeted velocity of 38.5% leased by December 31, 2023 with a result of 39.53%. Our target of 126 move-ins within the first 2 months was exceeded with 134.