With COVID-19 restrictions still in place for the foreseeable future, developers have had to adapt their business practices and marketing initiatives to the new reality. GTA developer CentreCourt decided to hit the road with its PRIME on Wheels campaign to promote the upcoming sales launch of PRIME Condos on Thursday, April 15th.


The innovative marketing initiative ran from April 4th to the 12th and featured a shiny red glass box truck that was transformed into a compact mobile presentation centre, complete with an architectural scale model. The glass box truck was accompanied by an LED truck that displayed videos of the condominium. The team made more than 70 scheduled stops to visit brokers across the Greater Toronto Area (GTA), with those in attendance being provided a socially-distanced introduction to PRIME, including its modern design by Page + Steele IBI Group Architects, and luxurious amenities and well-appointed suites curated by Figure3.


“Developers need to find new ways to excite the market, differentiate themselves and effectively launch new projects,” said Bader Elkhatib, Vice President of CentreCourt. “The CentreCourt team was enthusiastic about providing an out-of-the-box, creative way to engage with our brokers and agents through a guerilla-style marketing sales campaign. The response was overwhelming and we’re excited about the launch of our latest downtown project.”


Situated at 321 Jarvis Street in downtown Toronto’s east end, PRIME features a coveted location steps from the many shops, services, amenities and attractions the area has to offer. The project is just north of the gateway intersection of Dundas Street East and Jarvis Street and is within proximity to Allan Gardens and its historic cast-iron and glass conservatory, as well as Ryerson University’s Yonge Street Campus. Public transit is also easily accessible with both the Dundas and College TTC stations within a 10-minute walk.


PRIME residents will enjoy an impressive array of onsite amenities, starting with an elegant, double-height Versace-furnished lobby lined with exquisite flooring and lavish light fixtures and featuring a wall of bright faceted mirrors. A dedicated co-working space provides over 4,000 square feet of indoor and outdoor space and comes complete with private collaboration rooms, individual study pods, and open-concept indoor and outdoor workspaces.


Featuring state-of-the-art equipment, PRIME’s expansive fitness facilities offer amenities you’d typically find at a fitness club. Open 24 hours a day, seven days a week, PRIME Fitness spans over 6,500 square feet and houses an indoor and outdoor yoga studio, CrossFit equipment, cardio machines and weights. Other amenities include a sun lounge and terrace, barbecue area, outdoor screening room, guest suites, a putting green and concierge service.


Available suites boast thoughtfully-designed layouts that maximize space, light and functionality. The interiors are appointed with high-quality finishes, contemporary custom-designed kitchens and bathrooms featuring composite stone countertops.

To learn more about PRIME Condos and to receive information about the upcoming grand opening, be sure to register online at

For more information, please call 416 593 5855 or email​

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