C.A.R.’s 2014 consumer advertising campaign launches Friday, April 4, and builds on the successful theme “California REALTORS®. Champions of Home.” The strength of the campaign lies in the idea that every California REALTOR® is at the core of economic growth throughout the state. The goal is to continue to create awareness of the REALTOR® brand and to demonstrate the many benefits of the consumer-REALTOR® relationship.
Television and Radio: To help spread our message, C.A.R. has partnered with two media giants, NBC and Clear Channel Radio ensuring our message will be seen or heard across the state more than 86 million times. Specifically:
More than 1,488 TV spots will air across four top California markets, including Sacramento, San Francisco, Los Angeles, and San Diego. These :30 and :15 television ads will be seen on one of America’s top television networks NBC, stations in LA/SF/SD/Sacramento, as well as on HGTV during some of their most noteworthy programming. Learn more about the TV campaign or to see the spots.
Over 1,300 radio spots will air in those four key markets as well. C.A.R. has secured a market-penetrating format to deliver our message through radio ads. Working with Clear Channel, radio spots will dominate Friday evening commutes. Hear the spots, varying in length from :05 DJ reads to :15 and :60 spots, and learn more about the radio buy.
Online: A geotargeted Search campaign will run consistent with terms related to home buying, selling, moving advice, and branded C.A.R. terms. And contextual web banners placed on REALTOR.com® and mobile sites will deliver 17 million online impressions and direct consumers to the campaign’s microsite, www.championsofhome.com.
Digital components include further unique ways to engage California consumers. Ads geotargeted to California across NBC-TV affiliated sites (NBCLosAngeles.com, NBCBayArea.com, NBCSanDiego.com and KCRA.com) will blanket the state with C.A.R. messages. There also will be a sweepstakes where consumers will have the chance to win a $10,000 furniture makeover, courtesy of NBC, promoted on the NBC-TV affiliated sites and through banner ads.
Social Media: Finally, social media will be used to tactically energize members, engage consumers, and create a surround-sound experience that encourages sharing messaging tied to C.A.R. Outreach includes collaboration with Clever Girl bloggers (network of 6,500 digital influences with reach of 130 million monthly impressions), Pinterest storyboards with Maps to highlight local California neighborhood hang-outs, and a new Instagram program. There also will be a new microsite where REALTORS® can create and share their own “Dos and Donts” for staging and selling homes. This user-generated content, called REALTOR® REALTALK will be shareable through social media and increase C.A.R.'s social presence, while at the same time provide members with a great looking, customizable piece of social content to share with friends, associates, and prospects.
Overall Campaign highlights include:
Over 1,500 TV spots on HGTV and NBC, with more than 55 million TV impressions over 14 weeks
1,344 radio spots over 16 weeks
17 million online impressions over 14 weeks
Friday drive-time domination in four key radio markets