Entering a New Market
An American company based in San-Francisco, Spear Street Capital is an owner and operator of distinctive office properties located in the United States, Canada and Europe. In 2019, the company penetrated the Quebec market by acquiring a property located at 6750 de l’Esplanade in the trendy and burgeoning Mile-Ex neighbourhood, Montreal's focal point of technology, gaming and AI firms. Furthermore, to pursue its expansion in Montreal, Spear Street acquired the O Mile-X building, a well-established AI hub.
Establishing a Solid Reputation
Being a new player in the Montreal market, Spear Street was looking to establish its reputation as a top-quality landlord. Colliers saw Spear Street’s goal as an opportunity to elevate the client’s brand locally in parallel to the leasing team’s mandate of repositioning 6750 de l’Esplanade and building awareness of the property to appeal to the largest tech and AI firms.
Implementing an Effective Marketing Strategy
To showcase this upscale property to prospective tenants, the Colliers Marketing team conceptualized and executed a robust, custom-branded marketing campaign, which included a bilingual brochure, virtual tours of each of the building’s floors, a custom website, a social media advertising campaign on LinkedIn and Facebook, as well as targeted email communications and a flyer promoting low-rise properties as an opportune alternative to high-rise office towers in the context of COVID-19.
Building a Positive Identity
Offering a completely seamless experience and conveying consistent key messaging through all our marketing channels, the Colliers Marketing team contributed to building Spear Streets’ identity as a reputable, desirable landlord in the Montreal market.
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At Colliers, we don’t see what is. We see what could be.
