LOS ANGELES, CA – May 3, 2011 – (RealEstateRama) — The CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) today launched a brand-new consumer advertising campaign highlighting the value REALTORS® bring to the real estate transaction. Through a bold, new approach and theme — “California REALTORS®. Champions of Home.” — the campaign also will raise awareness of the REALTOR® brand and reinforce the professionalism of REALTORS® who belong to C.A.R.
The “California REALTORS®. Champions of Home.” campaign features four new television spots, radio traffic read sponsorships, web banners placed on popular websites, and search engine marketing directing consumers to a microsite, www.cahomeheads.com. Additionally, a robust social media plan will add a viral component to the campaign. The television and radio ads will air through August 14 and online banners will run through September 30. Television spots will air in San Francisco, Los Angeles, and San Diego markets on A&E, HGTV, and Bravo.
“The core message developed for this year’s advertising campaign serves to inject some positivity and optimism into the home buying and selling process for consumers,” said C.A.R. President Beth L. Peerce. “Though the California real estate market has seen a tough couple of years, home buyers and sellers can feel secure when they have a California REALTOR® guiding them through the transaction process.”
At the center of this year’s campaign are characters called HomeHeads. Lighthearted vignettes seen in the television spots, online video banners, and on social media outlets depict HomeHeads heralding the expertise and professionalism of working with a California REALTOR®. The campaign messaging drives consumers to the website, www.cahomeheads.com, where they can find playful fun facts about the HomeHeads characters, as well as a resource to find a REALTOR® in their area.
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 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.cahomeheads.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.
