Evaluate the market and reposition “Parque de la Paz” in order to reach the required pre-sales goals to give the project commercial viability.

It was realized that, though “Parque de la Paz” was located less than 20 minutes away from the city, it was perceived as emotionally distant, causing the middle and low segments of the population feel it was too far away and, therefore, not “for them”. The project was relaunched with a new identity and a strategy was designed to turn the place into a leisure destination, proposing to create popular recreation areas around the grounds, and a bus route Sundays and holidays.

“Parque de la Paz” became a project for all instead of an elitist one.