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Édifice-Gare Viger

A Project Developed with Respect

Challenge

In 2005, Viger DMC International purchased the former Viger hotel and railway station in Montréal in order to develop a real estate project that would include a luxury hotel, private residences, and businesses. The $400 million real estate venture located in Old Montreal was subject to approval by shoreline residents, who could, if they so desired, demand a referendum on the topic, thereby putting the entire project at risk.

CASACOM was tasked with developing the media campaign. Stakes were substantial, both for the client and the entire city of Montreal.

Strategy and Activities

We advised Viger DMC International with its choice of messages to ensure the unique features of the promoter’s proposal were front and centre.

Provided an opportunity for the media and Viger partners, notably the city of Montreal and its boroughs, to establish an ongoing channel of communication as a sign of openness and transparency.

Implemented a proactive approach to ensure the client could anticipate any potential stumbling blocks.

Created various activities: 20 community relations activities and open houses, press conferences, interviews, etc. were conducted in a spirit of openness and dialogue.

Results

Passed all regulations obligations, and avoided the referendum (nobody signified its opposition).

Attained positive media coverage.

Note: the original project was suspended during the 2008-2009 financial crisis.

Relevant Data

400

M real estate project

20

Activities in 24 months

0

Opposition to the project