This partnership was part of an overall strategy to build and promote a building complex in the heart of a dynamic new Laval. Place Bell—the home of Canadiens’s affiliate team Laval Rocket—are located in a rapidly growing part of the city, and reflects the urban lifestyle of consumers that VIVA Condos Urbains was hoping to attract. Place Bell is also set near popular restaurants, shopping, entertainment, and more.

To launch VIVA Condos Urbains presales, Alta-Socam provided potential buyers with an opportunity to attend promotional evenings with players from the Laval Rocket, including an autograph-signing session and a draw for promotional items. As a way to extend visibility, strengthen their brand, and show their commitment to the community, Alta-Socam created Web spots featuring Laval Rocket players in the VIVA building complex, along with a contest on social media.

Visibility on the main scoreboard and in the corridors at Place Bell reinforced VIVA Condos Urbains as the team’s partner, and raised awareness about the condo complex with potential buyers in the stands. VIVA Condos Urbains homeowners appreciated the partnership and many have since become season ticket holders.