A luxury product, address unknown.

Situated in Queensborough, where New West meets Delta, is the master plan site Aragon purchased decades ago. Perched on the water’s edge, The Peninsula (aptly named) presented a unique challenge to position in that although luxury, the property was in a remote area that was unknown to most. Expanding the perception of what defines a luxury property was a big focus for our team.

We decided to ground the storyline surrounding the project in the value of tradition and relationships to make a connection point with the downsizer buyer. The inherent value of living at The Peninsula would be to gather family together, build new memories, and revert to old traditions of fishing, and outdoor adventuring. We took every opportunity throughout the creative to storytell The Peninsula’s biggest advantage, access to nature and views at a more accessible price point than competing luxury properties.

A compilation of videos explored nature, time and space as a catalyst for relationships to grow and evolve. The flagship project was showcased as a resort experience throughout the presentation center, the same sales center for several Port Royal projects retrofitted to launch The Peninsula. Aargon’s brand pillars of Think Forward, Live Forward and Design Forward, emerged throughout different touchpoints of the rollout. From the creative that was changing the perception of Queensbourough to a celebration of design with Gaggenau appliances, to reimagining living well, surrounded by trails and beachfront.