“No more crap!”
It has been a few years since former mayor Stephen Mandel famously cried out for beautifully-designed buildings in downtown Edmonton. Since then, Edmonton’s downtown skyline has indeed improved and has drawn investment from out-of-city developers. Brad Lamb, Toronto’s Condo King, announced his entry into the Edmonton market in 2014 to build on his international success.
We were hired to help access the Edmonton market with the exciting news of Jasper House, Lamb’s first foray in Edmonton. The first press release over the summer led to coverage on the front page of the Edmonton Journal, on Global Edmonton TV, on 630Ched, in Metro Edmonton, and in the Edmonton Sun.
In the fall, we organized a party to introduce Brad to Edmonton. With over 200 guests on a night that it was pouring rain, local influencers, dignitaries like the current Mayor of Edmonton, and supporters of gorgeous architecture came out for a memorable evening.
While Lamb was in town, we set up a series of back-to-back interviews during his brief stay in Edmonton. These led to coverage again in the Edmonton Journal, the Edmonton Sun and 630Ched, but also on CTV news. Not only that, but he interviewed for future features in widely-read publications, like Avenue Magazine.
The party was strategically scheduled to occur a week before the sales centre was set to open. There was so much buzz in town that Jasper House condo units were more than one-third sold out in the first five days of the sales centre opening - already enough to secure the financing for the 36-storey condo tower. Lamb Development Corp quickly confirmed plans for Brad’s next development in Edmonton: North.