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PR

Implementing a PR strategy to establish La Centrale de Financement within the media ecosystem.

Challenge

Objectives

Solutions

In a media landscape largely dominated by long-established players in brokerage and real estate, La Centrale de Financement's personalized and long-term offering remained relatively under the radar. The challenge was therefore to reveal the brand’s DNA while building strong, lasting relationships with key journalists and industry influencers.

-Increase La Centrale de Financement’s visibility in the national media landscape

-Build a climate of trust to generate consistent, long-term media coverage

-Highlight the unique features of the company’s offering and the expertise of its spokespeople to stand out from competitors

Oxygen orchestrated a targeted PR campaign focused on education, consistent media engagement, and the promotion of the company’s key milestones.

Plan

  • A structured and consistent corporate communication plan

    Press releases, op-eds, and thematic briefs were produced throughout the year to provide newsrooms with expert content, positioning the company as a credible, accessible, and relevant voice on mortgage financing issues.

  • A national convention as a lever for media visibility

    A dedicated press strategy was implemented for the network’s national convention: targeted press invitations, personalized follow-ups, and facilitated connections with spokespeople to generate in-depth media coverage.

  • An introductory kit for industry journalists

    A concise fact sheet was created to present the company clearly and informatively to journalists, thereby facilitating initial discussions and helping them familiarize themselves with the subject.

  • Tailored interviews with the company’s experts

    Press meetings were organized to enable the spokespeople to share their market insights, technical expertise, and client-focused approach.

  • Monitoring editorial opportunities within major industry reports.

    The agency conducted proactive monitoring to position La Centrale de Financement as the go-to expert for topics related to mortgage lending, homeownership access, and interest rate developments.

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