• Development

  • Development
  • Awareness


The West Campus Development Trust was challenged to develop a 200-acre mixed-use community in the heart of Calgary. Dubbed university district (u/d), it’s slated to be one of western Canada’s most progressive urban communities.


With Calgary still very much in growth mode—evidenced by over 240 new home projects in various phases of development throughout the city and a slew of associated ads—launch and position U/D as a truly distinct lifestyle opportunity.


Leveraging U/D’s urban village amenities—abundance of green space, tons of shopping and eating options and proximity to thousands of health and education jobs—we took advantage of Calgarians’ newfound desire to maximize personal time by living where they work and play. Thus, Northwest Of Normal was born, educating people on how U/D living just made life better.


It really was home sweet home. Opening weekend sales centre attendance surpassed the objective by 200%, and website activity surged, with more than 20% of users linking through to builder partner sites or signing up for U/D’s newsletter.