The ads, under the bold headline 'Shocking!', let buyers know that condominiums at Bear Mountain are for sale at under $299,000. Unusual scenes depicted by the ads – a young man holding an electrical cord with his hair standing on end, a not-very-pixie-like gent prancing in a pink tutu, and some racy stuff between an older couple – are designed to provide a bit of a jolt. They are also a departure from Bear Mountain's past, relatively conservative real estate marketing campaigns.
And the campaign is having an impact. The weekend following the launch of "Shocking!", Bear Mountain Resort's sales team had the busiest day of inquiries since 2005.
"It's definitely getting people's attention," says Dale Sproule, Bear Mountain director of real estate. "We've been very successful with key target markets across Canada, in the US, in Europe, and even the Middle East, where our strategy has been to reach out to high-income investors who are looking for the resort-style living and value that Bear Mountain offers. But a community is made up of people of all walks of life – older, younger, with different incomes, at different stages of life, with different interests. Making Bear Mountain Resort into a vibrant, all-season community means raising awareness of what we offer to those different demographics, especially young local people, and that's what this campaign will do. Bear Mountain isn't only for the wealthy purchaser; it's accessible to many purchasers with many different lifestyles."
Another departure, in terms of marketing strategy, is where the ads will run. To reach the younger target, Bear Mountain is placing the ads in non-traditional local publications, including University of Victoria and Camosun College newspapers and student guides, on BC Transit buses, and in CFB Esquimalt's military publication The Lookout. The campaign runs through March and April, with a dedicated landing page, bearmountain.ca/under299 to capture registrants and monitor traffic.
"The purpose of the new creative direction is to stand out amongst the crowd. Lots of real estate developments advertise, but we have noticed over the past few years that they all look essentially the same, with the same beauty shot and same key words and messaging. Our hope is to get viewers' attention and to let them know that Bear Mountain Resort is an affordable place to buy, and we think this campaign accomplishes that," says Kerri Moore, Bear Mountain director of marketing.
A second spring ad campaign targets their more traditional buyers (45 and older, higher income, second-home buyer, investor, retiree). Using more non-traditional messages with provocative images, this campaign will begin in April and run as far east as Manitoba. A fall campaign targets the aging baby boomer looking for the holistic luxury lifestyle available at Bear Mountain Resort, urging them to live the life of their dreams.
While Bear Mountain, with its two Nicklaus designed golf courses (the second course will be complete later this year), has built a reputation as one of Western Canada's top golf destinations, Sproule points out that a significant number of residents and visitors – as many as 70 per cent are not there to swing a club. Other amenities attract them, including the hiking, biking, tennis, squash and other resort activities.
Sproule says the village at Bear Mountain continues to add services, making living there full-time even more desirable. Restaurants, a coffee place, fitness club, art gallery, insurance company, hairdresser, drycleaner and furniture store are either open or close to opening in the village, and more businesses and services are coming. Sproule says negotiations are underway or complete with major tenants like the Mountain Market, a health clinic, dentist, financial services, and corporate offices. A trolley system runs during summer months taking visitors and residents down into Langford's larger shopping area and bringing others back up to enjoy Bear Mountain Resort.
We see purchasers who go to work in Victoria or the West Shore communities by day, and then come home at night to live that resort lifestyle. We always envisioned that Bear Mountain would be a community made up of different demographic groups. This is the type of Bear Mountain community that is taking shape. We are sending the message out that Bear Mountain is a dynamic place to live, work and play," says Sproule.
ABOUT BEAR MOUNTAIN RESORT
Bear Mountain Resort, the premiere master-planned resort community on Vancouver Island, defines resort living. Boasting Canada's first and only 36-hole Nicklaus designed golf offering and Nicklaus Academy, the lush mountainside community features a montage of residential and vacation real estate opportunities as well as The Westin Bear Mountain Victoria Golf Resort & Spa. Medical and traditional aesthetics at the Santé Spa, a dining mecca with eclectic and world-class restaurants, the state-of-the-art Mountainside Athletic Club and The Village round out the complete lifestyle experience, all within minutes of the beautiful seaside harbor of Victoria, British Columbia. For more information, visit www.bearmountain.ca or call 1.888.533.BEAR.
Media Contacts:
DEIRDRE CAMPBELL
deirdre@tartangroup.com
(250) 592-3838, cell (250) 216-9199
CHRISTINE GLEED
christine@tartangroup.com
(250) 592-3838, cell (250) 896-3844