Peter Street Condominiums is a 40-storey tower, perfectly situated near Toronto’s Entertainment District, Financial District, Theatre District and Shopping District. Although convenient, the project’s urban location was associated more with rowdy nights on the town than with a residential neighbourhood. To combat the stereotypes and show consumers that Peter Street Condominiums is not only a great building, but also a welcoming place to call home, we appealed to their heart. “P.S. I love you” became the tagline for a playful and quirky campaign that used whimsical original photography with a signature red balloon throughout. For first-time developer CentreCourt, P.S. was a very happy ending.