CALIFORNIA ASSOCIATION OF REALTORS® launches 2011 consumer ad campaign
LOS ANGELES, CA – August 16, 2011 – (RealEstateRama) — The CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) today launched a new consumer advertising campaign that employs testimonials from consumers in order to promote the value of working with a REALTOR®. The campaign’s new theme — “California REALTORS®. Champions of Home.” — also will raise awareness of the REALTOR® brand and reinforce the professionalism of REALTORS® who belong to C.A.R.
The new multi-platform, testimonial campaign features California homeowners telling their individual stories of buying and selling a home and how their REALTORS® helped conquer the process. Their stories focus on everything from short sales to epic tales of paperwork and highlight REALTORS® as experienced professionals guiding them toward closing and even becoming a surrogate family member.
The tagline, “Champions of Home,” also reinforces the notion that REALTORS® are the ultimate guide, explorer, nerve calmer, dream home finder, and paperwork conqueror as they help buyers and sellers close on their dreams.
The “California REALTORS®. Champions of Home.” campaign features new television spots, radio traffic read sponsorships, web banners placed on popular websites, and search engine marketing directing consumers to a microsite, which is rich with content and resources related to the home-buying process. Additionally, a robust social media plan will add a viral component to the campaign. The television and radio ads will air through Oct. 23 and online banners will run through Oct. 31. Thirty and 60-second television spots will air in San Francisco, Los Angeles, and San Diego markets on cable networks A&E, HGTV, and Bravo during such programs as “House Hunter,” “Design Star,” and “Sell This House.”
The campaign was created by independent Philadelphia-based agency, Red Tettemer + Partners.
Since 1997, when C.A.R. launched its first advertising campaign, consumer awareness of the REALTOR® brand and the need to use a REALTOR® has increased significantly. This year’s new consumer advertising campaign will continue to build on past successes by communicating directly with consumers about the added value and peace of mind they receive by working with a REALTOR® when buying or selling a home.
For complete information on C.A.R.’s 2011 consumer advertising campaign, go to www.car.org/aboutus/adcampaign/. To view the consumer site, go to www.championsofhome.com.
Leading the way…® in California real estate for more than 100 years, the CALIFORNIA ASSOCIATION OF REALTORS® (www.car.org) is one of the largest state trade organizations in the United States, with more than 160,000 members dedicated to the advancement of professionalism in real estate. C.A.R. is headquartered in Los Angeles.
