With a limited budget, we focused on what would travel: a strong heritage narrative, emotional relevance, and content built to scale across digital. We crafted a hybrid strategy — part PR, part performance — that turned a commercial listing into a cultural moment. Editorial coverage was the first lever. We pitched the legacy of the site, securing widespread national media interest. From there, we layered in a high-impact content suite: video, reels, blogs, and paid placements across major real estate platforms — all designed to drive visibility and watchlists.
The campaign quickly broke records. In the first 7 days, we drove over 48,000 views and 1,300 watchlists — outperforming the local market by over 17x. As campaign lead, I directed strategy, media partnerships, and creative execution from end to end. The result was a benchmark campaign for heritage property, recognised with the 2023 REINZ Award for Best Multimedia Marketing.