For release:
Tuesday, April 21, 2009


CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) launches 2009 consumer ad campaign

“Your Piece of California. Your Peace of Mind” campaign includes television, radio, and online components

LOS ANGELES (April 21) – The CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) this week launched its 2009 consumer ad campaign, “Your Piece of California. Your Peace of Mind.” The goal of the campaign is to raise awareness of the REALTOR® brand and reinforce the professionalism of California REALTORS®, while addressing concerns home buyers and sellers may have about today’s market.

In addition to radio spots, online components, and search engine marketing, this year’s campaign also features an engaging television ad that capitalizes on the campaign’s theme. The television ad will run on cable shows including “Sell This House,” “Designed to Sell,” “House Hunters,” “My First House,” “My First Place,” and “Curb Appeal.”

The 2009 campaign also includes two new radio spots in English and Spanish that address concerns home buyers may have about today’s real estate market and how REALTORS® can help.

“C.A.R. returned to television this year to remind home buyers and sellers of the value that REALTORS® bring to real estate transactions,” said C.A.R. President James Liptak. “REALTORS® know better than anyone the challenges home buyers and sellers face in today’s market. We hope that the television ad and radio spots provide consumers with peace of mind when buying and selling their piece of California.”

The campaign’s contextual Web banners are on popular Web sites as well as in-text advertising, and search engine marketing, directing consumers to www.yourpieceofcalifornia.com or www.lallavedetutranquilidad.com (a Spanish-language site). The Web sites provide valuable information for consumers about buying or selling a home and working with a REALTOR®. The sites also offer median price data on communities throughout the state, recent real estate news, finding a REALTOR®, and property listings.

Leading the way...® in real estate news and information 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 nearly 150,000 members dedicated to the advancement of professionalism in real estate. C.A.R. is headquartered in Los Angeles.

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