For release:
Wednesday, April 21, 2010

CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) launches 2010 Consumer Advertising Campaign

LOS ANGELES (April 21) – The CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) today launched its 2010 Consumer Advertising Campaign. The campaign raises awareness of the REALTOR® brand and reinforces the professionalism of California REALTORS®, while addressing concerns home buyers and sellers may have about today’s market. The campaign’s theme, “Your Piece of California. Your Peace of Mind,” will be heard or seen across the state nearly 130 million times via television, radio, and online.

The “Your Piece of California. Your Peace of Mind” consumer advertising campaign features an engaging television ad, radio spots, online components, and search engine marketing. The television ad will run on cable shows including “Sell This House,” “House Hunters,” “My First House,” and others. Another key component of the 2010 ad campaign is a new three-minute video that will air on all Virgin America flights in July and August.

“As we enter the traditional home-buying season, C.A.R.’s ad campaign will serve as an excellent reminder of the expertise, professionalism, and knowledge REALTORS® bring to real estate transactions,” said C.A.R. President Steve Goddard. “The campaign also reinforces the message that now may be an ideal time to buy a home. Buying and selling a home typically is the largest financial transaction anyone will make, and REALTORS® are best suited to guide home buyers and sellers through this process."

Messaging in the campaign directs consumers to www.yourpieceofcalifornia.com, and the Spanish-language version at www.lallavedetutranquilidad.com. The sites feature current real estate news, median home price data, links to connect consumers with REALTORS® in their area, and information on the home-buying and - selling processes.

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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