A media relations campaign and event for the re-launch of Canadian technology-focused real estate brand Zoocasa.
Zoocasa was a real estate brand owned by Rogers until 2015. Toronto entrepreneur Lauren Haw acquired the asset with a vision to revamp the business model from a discount service offering rebates, to a technology-forward brokerage with full-service agents and superior online tools to compete with Canada’s legacy real estate brands.
The “New” Zoo (October 2016):
Zoocasa was gearing up for its post-Rogers relaunch under new ownership and with new VC funding. To make this re-introduction a success, a campaign required a combination of media relations and community outreach. The messaging focus was on its new, digital real estate tools, the refreshed business model, and excitement around new CEO Lauren Haw.
PR Approach
It was essential to make a splash with key stakeholders at the time of the website launch, and position Zoocasa for its new future. Business press was already familiar with the brand because of its previous Rogers ownership, so strong messaging was a priority to clearly communicate the new vision. Press outreach was conducted with business, real estate, tech and consumer angles, and a launch event was leveraged to drive additional interest and awareness. Media relations were kicked off with a press release announcing Zoocasa’s relaunch, a round of new funding, and an “Evolution of Real Estate” research infographic product to ground our bright, innovative future messages.
Results:
I secured an in-kind partnership with Toronto-based home decor brand Umbra to host the launch party at their flagship Toronto retail storefront. We welcomed 75+ guests including investors, real estate bloggers and other influential voices in the space, select media, staff and friends/family. The funding announcement and supporting pitching efforts around its launch resulted in coverage in key business and tech outlets, with key feature interviews with CEO Lauren Haw:
Zoocasa's new owner aims to make it the Uber of the real estate sector (Financial Post)
ZOOCASA WANTS TO TACKLE FRAGMENTED REAL ESTATE CUSTOMER JOURNEY WITH $1.35 MILLION IN FUNDING (Betakit)
Online real estate brokerage relaunches (MoneySense)
Why a new wave of tech startups might actually, finally, disrupt real estate (Canadian Business)
Tech all-stars invest in the next generation of startups (The Globe and Mail)