Minto Abbott’s Run
Minto Communities Ottawa, one of Ottawa’s leading homebuilders, needed a brand and creative strategy for an exciting new land acquisition in Kanata-Stittsville. Its first development in the area since 2019.
A five-year sales plan, 1,800 homes, new designs to cater to buyer demand – this was an ambitious project. But, as a long-time partner of Minto’s, we know it takes more than a logo to convert a piece of land into a marketable community.
Client
Minto Communities Ottawa
Sector
Real Estate
Services
Brand identity
content writing
copywriting
creative strategy
graphic design
media planning
messaging strategy
Naming
video production
It started with a name.
Abbott’s Run is an ode to the first steam train to pass through Stittsville, the H.H. Abbott in 1870. This inspired the community positioning and visual identity, too, promising growth, connection, and wellness to potential homebuyers. A place that moves you forward.
To bring Abbott’s Run to life, we supported Minto on everything from the initial brand development through to street naming, land signage, web copy, and Sales Centre collateral. To strengthen the community’s identity, we shot original imagery and video in the surrounding area.
The go-to-market campaign built anticipation to generate and nurture leads. Tactics included digital and social media placements as well as radio flights, an email campaign, content creation, and out-of-home ads along major area roadways.
We worked with Minto to take a phased approach, updating our messaging and creative direction as sales dates solidified, building toward the grand opening.
Throughout it all, we made sure to communicate one of the most critical selling points: in a tight housing market, your options can feel limited.
In Abbott’s Run, there’s a perfect fit.
