In the summer of 2014 Yulu was engaged by Embassy BOSA, a large Calgary condominium developer, to support their overall vision as a developer that creates sustainable urban communities with a long-term commitment to the growing Calgary marketplace. Yulu was tasked with developing messaging highlighting the substantial growth of Calgary’s housing market and the progressive evolution from suburban sprawl to proactive urban planning and design, with Embassy BOSA aligned with the City’s future goals.

In order to generate buzz around this shift in real estate, Yulu first conducted a discovery session to pinpoint Embassy BOSA’s influence and history within Calgary. To intrigue the community and media, Yulu then prepared messaging around Calgary facing a “tipping point” in real estate sales and development, with Embassy BOSA President Ryan Bosa spearheading that message. The emphasis was placed on Calgary’s future being “up” not “out”.

Launching the “tipping point” messaging with an Embassy BOSA project announcement in Calgary’s East Village, the news made an impact across all major media in the Calgary market. Subsequent coverage included headline news on the “tipping point” in CREB Now, a main source of real-estate news in Calgary. A follow up article later in the Calgary Herald initiated a conversation between developers with projects in Calgary and the CEO of Urban Development Institute as a response to Ryan Bosa’s perspective on the “up” not “out” future of the city. This conversation continues to be a topic of discussion in the Calgary real estate market, one that was previously dominated by suburban development. Yulu continues to be Embassy BOSA’s agency of record.