New C.A.R. ad campaign spotlights ripple effect of real estate; Homeownership benefits numerous industries
LOS ANGELES (April 1) – “What starts with one California REALTOR® benefits all of California.” That’s the underlying sentiment of a new integrated consumer ad campaign from the CALIFORNIA ASSOCIATION OF REALTORS®, launching exclusively today on ABC television stations, as well as radio, print, and online.
A macro-evolution of the association’s existing “Champions of Home” testimonial campaign, the new “Ripple” campaign connects the dots between REALTORS® and the California economy, illustrating how a Champion of Home can help consumers close on their dreams and, together, benefit the entire state.
Different from the association’s previous campaign, yet connected by common language of the intrinsic value of REALTORS® as Champions of Home, “Ripple” goes beyond the story of the individual REALTOR® and focuses on the powerful positive economic impact that REALTORS®, buyers, and sellers are making throughout California.
C.A.R.’s new campaign will be supported on several high profile media properties. Through a deal with ABC National TV Sales, ads will run on ABC television stations in Los Angeles, San Francisco, and San Diego, including airtime during the network’s award-winning show, “Modern Family.” In addition, ads on abc.com will blanket the state with C.A.R. messages. The campaign also includes Clear Channel Radio, customized web chats, digital buys on REALTOR.com, mobile ads, and consumer-focused social engagement on platforms including Pinterest and Instagram.
The campaign was created by indie Philadelphia-based agency, Red Tettemer + Partners.
Demonstrating the success of C.A.R.’s past consumer ad campaigns, a post-test survey of consumers conducted following the 2012 campaign found that the ads continue to build awareness and help consumers understand the importance of working with a REALTOR®. Additionally, buyers and sellers have an increasing appreciation of the work REALTORS® must do to help close real estate transactions.
This year's new consumer advertising campaign will continue to build on past successes by communicating directly with consumers about the added value and peace of mind they receive by working with a REALTOR® when buying or selling a home. For complete information about C.A.R.’s 2013 consumer advertising campaign, visit www.car.org/aboutus/adcampaign/ or visit the consumer ad site, which is rich with content and resources related to the home-buying process (http://www.championsofhome.com/).
Leading the way in California real estate 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 more than 155,000 members dedicated to the advancement of professionalism in real estate. C.A.R. is headquartered in Los Angeles.