Turning Four Real Estate Companies into a Global Real Estate Brand

Background

In 2016, Edelman was approached by a group of Canadian real estate executives with plans to publicly launch an independent and privately-held global real estate company.

The challenge lay in creating the new entity while providing clear communications to a myriad of audiences on how this significant new player would be established, staffed, financed and launched.

In close collaboration with the real estate executives, Edelman helped to define a clear brand purpose, vision and set of values that would guide the brand development and ensure consistency for the new company, QuadReal Property Group.

Idea

In partnership with the newly established QuadReal, Edelman was instrumental in supporting the market launch with everything from creating the company name, building out the brand, international trademarking, developing a core narrative and messaging strategy, executing a media relations program, launching a public-facing website, to planning launch events across Canada. From day one, all aspects of the launch were managed under strict confidentiality since the announcement would affect multiple stakeholder groups including employees from four companies.