Montreal, October 5, 2018 — In collaboration with the communication agency dada, Groupe Kevlar officially launched the construction phase of the prestigious Sax sur le fleuve residential project yesterday. In order to create a splash and generate excitement among Montréal’s affluent citizens, dada has chosen to lead with a campaign starring M. Sax, the project’s host, who invites prospective buyers to surround themselves day and night in opulence and luxury. Unexpected details and grand design elevating the daily experience await this select community, where the art of living unfolds in serenity and intimate spaces. In addition to targeted offensives on the ground, a large-scale campaign will be deployed in various high-end magazines, in digital (La Presse+, SEM, SEO and banners) and in OOH throughout the fall and winter.
“Our creative inspiration for the Sax sur le fleuve project were many. First off, M. Sax is an homage to Adolphe Sax, creator of the saxophone. Our campaign is also a nod to the roaring twenties in its tone, as well as to the art deco movement in terms of design. The signature of the M. Sax personality and the graphic environment in which we have immersed the project conveys the privileged air, splendor and intimacy of the last complex to be built on the shores of the St. Lawrence in Old Montreal. The entire offensive, from the graphic identity and choice of materials for the communication tools to media and tactical actions, was carefully thought out so as to respect the DNA of the Sax sur le fleuve brand,” states Andréanne Poitras, Vice-President and Partner of dada.
“The Sax sur le fleuve project in Old Montreal consists of 49 luxury units covering 1,500 square feet on average, priced from $846,000, including taxes. The project targets members of a wealthy demographic who want to live in Old Montreal, with one of the last views overlooking the river, the Jacques Cartier Bridge and the Biosphère. That’s why Sax sur fleuve must define how it’s different in order to stand apart from the competition. The project’s positioning, “Beyond the horizon, dwell in distinction” evokes the fact that beyond the prestigious address, every last detail of the project has been meticulously crafted,” adds Philippe Morin, Co-president of Groupe Kevlar.
About Groupe Kevlar – groupekevlar.com
Founded by René Bellerive, Groupe Kevlar has been in business since 1996. Over the past 22 years, the company has developed over 20 major real estate projects in Quebec, becoming an industry leader through the boldness, creativity and innovation of its vision, and the timeliness, quality and added value of its projects. It has built its reputation on an ability to see beyond trends and tirelessly raise the bar for excellence. A Kevlar project, whether residential, commercial or industrial, is always highly regarded and sought-after by tenants and owners.