Royal LePage® is proud to announce another year of national recognition for its outstanding media relations efforts. The 2024 Most Affordable Canadian Cities Report has earned several communications awards for its data-driven storytelling and ability to spark meaningful conversations about housing affordability in Canada.
On May 21st, the campaign took home the Gold Award in the Best Use of Media Relations Under $50,000 category at the Canadian Public Relations Society (CPRS) Toronto ACE Awards, and was nominated for Best in Show. Earlier this month, Royal LePage and its agency of record, Burson Canada, received the prestigious North American SABRE Award for Campaign of the Year in the Real Estate and Construction category, selected from over 2,000 entries.
“As the voice of Canadian real estate, it’s our mission to deliver trusted data-driven insights that help people buy and sell homes. Our research shapes public dialogue and influences public policy. Earned media plays a central role here: beyond a way to reach Canadians, it is a pillar of our brand, building trust in our 20,000 Royal LePage professionals and supporting our efforts to attract and retain the best talent in the industry,” said Phil Soper, President and CEO, Royal LePage. “Our media presence is a source of credibility, confidence and pride. The Most Affordable Canadian Cities campaign has struck a chord with consumers and the media at a time when housing affordability is top of mind.”
Launched in May 2024, the Most Affordable Canadian Cities Report identified 15 of the most affordable communities across the country, based on the percentage of household income required to service a monthly mortgage. It also explored how willing Canadians in major urban centres are to relocate in search of more affordable housing opportunities. The campaign generated more than 344 million earned media impressions, with nearly half of all coverage secured in smaller regional outlets across the country.
Beyond its media impact, the Most Affordable Canadian Cities Report also sparked real-world action. Following Thunder Bay’s number one ranking as the most affordable city in Canada, the city’s Community Economic Development Commission (CEDC) relaunched its “Work from Thunder Bay” marketing campaign, leveraging the report’s national visibility and growing interest in affordability-driven relocation.
“We’re incredibly proud of our public relations program and the positive impact it continues to have on the real estate industry and Canadian consumers from coast to coast,” said Anne-Elise Cugliari Allegritti, Director of Research and Communications, Royal LePage. “Being recognized once again by the Canadian Public Relations Society, especially for this campaign, is a tremendous honour. Our team identified an important information gap in the market and set out to provide Canadians with relevant data they could use to make informed decisions, and to arm our expansive network of real estate experts with the tools and insights they need to better serve their clients and support their communities.”
In Quebec, the campaign was awarded Silver from the Société québécoise des professionnel(le)s en relations publiques (SQPRP) in the category of Strategic Excellence Component – External Public Relations Program.
Against a backdrop of rising property prices and higher interest rates, affordability remains a major concern for many households. Faced with this challenge and the lack of concrete solutions, Royal LePage took the initiative to innovate by creating its own affordability index, along with a list of the most affordable cities and a consumer survey, in order to highlight alternatives for property buyers. Since four of the 15 cities on the list were located in the province of Quebec, Royal LePage seized the opportunity to position these markets as ‘affordability gems’ in the country. To amplify this, a comprehensive public relations campaign was launched, highlighting these affordable alternatives while reinforcing Royal LePage’s position as a leading authority on real estate trends in Quebec.
“This recognition is a testament to our team’s outstanding efforts in positioning the Royal LePage brand as the most credible real estate voice among national and provincial media. In a shrinking media landscape, it has become more difficult than ever to carve out a niche for relevant and enriching content that resonates with both media and consumers. In business for more than 110 years, Royal LePage is one of the only companies in the industry to regularly produce rigorous economic research to keep consumers informed in an ever-changing environment,” said Roseline Joyal-Guillot, Director, Marketing and Communications, Royal LePage.
All of these awards highlight Royal LePage’s excellence in research, communications and analysis of consumer insights, as well as its dedication to providing Canadians with valuable data and commentary on real estate market trends from coast to coast. The company takes great pride in its strong media relations program, and is honoured to be recognized by these prestigious organizations for providing real value to Canadian consumers.
