Coldwell Banker Real Estate LLC, recognizing the more positive real estate landscape along with the need to reach consumers earlier in the seasonal buying and selling process, began an aggressive advertising campaign on Sunday, January 13, 2013 with the 70th annual Golden Globes Awards on NBC. This was the first of the four major entertainment award shows with a Coldwell Banker brand presence in 2013.
The Coldwell Banker Real Estate “Blue Carpet” strategy will also have commercials running on the 55th annual GRAMMY Awards on CBS (February 10), the 85th annual Oscars on ABC (February 24) and the 65th annual Emmys on ABC (September 22). These four award shows reached nearly 110 million viewers in 2012.
“As the housing market continues to recover, we find ourselves in an exciting time in real estate as consumer confidence rises and inventory levels are lowered in many markets,” says Michael Fischer, chief marketing officer of Coldwell Banker Real Estate LLC. “By accelerating our national media buy into January and early February, we are looking to build momentum by reaching potential buyers and sellers before the start of the traditional Spring home buying season. Because awards show broadcasts can be true family viewing events, it couldn’t be a better place to connect with buyers and potential sellers on a feel-good, emotional level.”
In addition to advertising buys on ABC, CBS and NBC for the four award shows, Coldwell Banker Real Estate will also have exclusive People.com video and social integrations pre-, during- and post- shows, as well as exclusive media buys on Live from the Red Carpet, Fashion Police and E! After Party for each event. Coldwell Banker Real Estate will also run spots throughout the year on such high-profile events as NBC’s 4th of July Fireworks Spectacular, the Thanksgiving Day Parade, the Rockefeller Center Tree Lighting and New Year’s Eve with Carson Daly. The brand will also continue to sponsor LXTV Open House, George to the Rescue, and ESPN Baseball Tonight.
Coldwell Banker Real Estate will use existing and new spots from the “Value of Home” campaign conceived by Siltanen & Partners, the national advertising agency for Coldwell Banker Real Estate.