Hello Envie Rideau

Client: Choo Communities
Role: Marketing Director
2022-2023

As Marketing Director at Choo Communities, I played a crucial role in launching several brands and new locations, working alongside a talented team and under the leadership of CEO David Choo. Envie Rideau, the third building dedicated to students and young professionals, was a significant project, and my contributions were instrumental in raising awareness for the new location.

Brand Development and Visual Strategy

We focused on creating a strong visual identity for Envie Rideau, incorporating:

  • Drone photography for stunning aerial views

  • Brand photography and video to showcase the property’s features

  • An interior mural in collaboration with local artist Robert Lariviere (@falldowng)

  • Our comprehensive signage strategy included: Sales centre branding; Building banners; Window clings; Canopy letters

Marketing Mix & Message

Our core messaging revolved around the building being “New, Modern, Stylish, and All-Inclusive,” supported by inspiring product photography to position Envie Rideau as the premier living space for uOttawa students and young professionals in the downtown core, we implemented various marketing initiatives:

  • Press release distribution

  • Narcity article feature

  • Content creator stays (@jenadouce and @ottstyle) for creative storytelling

  • Digital ads across social media, Google, and directory platforms

  • Matterport 3D video tours to provide immersive virtual experiences

Events and Activations

To further differentiate Envie Rideau, we organized several events:

  • Penthouse launch party

  • Participation in Hope Volleyball

  • Rideau Centre activations

Results

Two years post-launch, Envie Rideau’s search popularity has surpassed its um- brella brand and legacy location, Envie Little Italy, indicating a successful brand establishment and awareness campaign. This project demonstrates my ability to lead a talented team in developing and executing comprehensive marketing and content strategies for real estate develop- ments, effectively raising brand awareness and positioning properties in competitive markets.