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C.A.R.’s 2011 consumer advertising campaign launches on August 15 with a new testimonial-driven theme and a new tagline, “Champions of Home.” The strength of the campaign lies in the earnestness of consumers who share their home-buying experience, and the important role that a California REALTOR® played in the process. Our message will be seen or heard across the state more than 35 million times. More than 4,400 radio traffic read spots will air and more than 1,000 TV spots will air in the top cable TV markets statewide. An additional 29 million online impressions will raise awareness of the REALTOR® brand and reinforce the professionalism of California REALTORS®.
Thirty- and 60-second television ads may be seen during relevant home-buying/selling programming on cable networks such as A&E, HGTV, and Bravo. Ten- and 15-second traffic reads will air in radio markets statewide during prime drive times. Geotargeted search will run consistent with search terms related to home buying, selling, moving advice, and branded C.A.R. terms. And contextual web banners placed on popular websites such as REALTOR.com® and Trulia.com will direct consumers to a new microsite, www.ChampionsOfHome.com.
Additionally, a large-scale social media plan will help propel the word-of-mouth nature of this campaign across platforms such as blogs, Twitter, and Facebook. This social media component provides visibility for the campaign in previously untapped channels. A “Twitter Chat” will be introduced with a weekly chat about a relevant and trending topic, leveraging a new expert each time, and a Twitter and FB directory of C.A.R. members will be created and placed on the campaign website, allowing users to search members based on the members’ social profiles.
Campaign highlights include:
