Business Opportunity
In early 2025, the Prime Minister’s Office was seeking a location in Edmonton for a high-profile national housing announcement. The press conference would unveil a major new policy: the elimination of GST on new homes and substantially renovated homes under $1 million.
For Rohit Group, being selected as the backdrop for this announcement meant more than hosting a press event. It was a chance to showcase Stadium Yards; a 7-acre, multi-phase residential development in Edmonton’s downtown core as a symbol of housing growth, economic activity, and construction vibrancy.
The challenge was clear: create a setting that both aligned with the Prime Minister’s policy narrative and protected Rohit Group’s corporate reputation. The site needed to visually communicate progress and momentum, while carefully avoiding any perception that the company was endorsing a political party or government policy.
Actions + Outcomes
Nathan Walters, Vice President of Marketing for Rohit Group, served as the primary point of contact for the Prime Minister’s Office Communications team. In this role, he ensured the event was executed with precision, balancing operational demands with reputational considerations.
Actions
Supporting site staging: Assisted with preparations at the Lewis Block construction site to ensure it visually highlighted economic vibrancy and housing development while meeting safety and logistical requirements.
Supporting event choreography: Collaborated on the placement of construction crews and workers as a visual backdrop, reinforcing the intended blue-collar narrative on camera.
Media management: Vetted all incoming media, briefed journalists on operational and security protocols in coordination with CSIS, and directed the contracted photographer on coverage priorities.
Executive support: Authored a key messaging brief and speech outline for Rohit Group’s executive assigned to kick-off the press conference.
Media Monitoring: Programmatically monitoring media outlets and digital channels, including social engagement, for reach, sentiment, and corporate brand health.
Outcomes
Flawless execution of a nationally broadcast press conference and media scrum; seamlessly delivered in terms of logistics, safety, and timing.
Enhanced national credibility, with Rohit Group positioned not just as a regional developer but as a trusted player in Canada’s housing narrative.
Reputational neutrality, ensuring Rohit Group avoided political entanglement while still benefiting from national visibility.
Strengthened government relations, deepening connections with federal, provincial, and municipal representatives in attendance.
Extensive media coverage, with the event featured across Canada’s major outlets.
Reflections
“Moments like these extend beyond policy. They shape perception. For Rohit Group, hosting the Prime Minister was not about politics, but about presence. It was an opportunity to stand in the national spotlight and reinforce ourselves as a leading real estate brand, one capable of delivering communities that matter to Canadians. To me, the true success was in ensuring the story of Stadium Yards was told with authenticity, while elevating Rohit Group’s reputation on the national stage.”
- Nathan K. Walters
