November 20, 2013 // Franchising.com // BROOKLYN, NY – Rapid Realty NYC won the title of Viral Marketing Campaign of the Year in the prestigious PR World Awards for their Tattoo Brand Ambassadors – agents who have chosen to show their company loyalty by getting tattoos of Rapid Realty’s distinctive "RR" logo.
The PR World Awards recognize the year’s most effective and innovative marketing campaigns and marketing professionals from public and private businesses, nonprofits, and public relations firms from around the world. Winners were determined by a panel of over fifty expert judges from a wide range of industries. This year’s winners also include HTC, IKEA, Heineken, American Express, and General Electric.
Unlike most of the winning campaigns honored by this year’s awards, Rapid Realty’s tattoos were not originally conceived as a marketing tactic, but began and spread organically. One of Rapid’s rental agents got the logo inked on his arm as a sign of his dedication to the rental business. A year later, two more agents decided to follow his example, and the trend quickly grew from there.
By April, 2013, approximately forty agents had gotten tattoos of the Rapid Realty logo. After the trend caught the eye of real estate news organization Inman News and CBS News, the story took off, becoming a global phenomenon. Within the next few weeks, the story appeared in over 2,000 media outlets around the world, and was translated into at least seven different languages.
"Winning the Viral Marketing Campaign of the Year award feels amazing, because that’s precisely what this was," said Rapid Realty CEO Anthony Lolli. "When our agents started getting tattoos of our logo, we hoped they would help them drum up new clients – and they certainly have – but we never thought it would take off the way it did. It just grabbed people’s attention."
Today, sixty-three agents have gotten Rapid Realty tattoos. The brand recognition generated by the Tattoo Brand Ambassadors has helped Rapid Realty expand to new markets across the nation. Since the story went viral, the company has opened new franchises in San Diego and Boston, with more to come in the near future.
"Wherever we go, people recognize the Rapid Realty name," Lolli said. "They remember reading about the tattoos or seeing us on the news, and they love it. People want to work with a company that can inspire such loyalty in its agents."
Founded in 1998 by real estate investor and broker Anthony Lolli, Rapid Realty NYC distinguished itself by specializing in residential and commercial rentals. In 2009, Rapid Realty NYC became the nation’s first rental-based real estate franchise system. Over the next three years, Rapid Realty NYC grew to 60 franchise locations and a team of over 800 licensed agents. In 2012, Rapid Realty NYC debuted on the Inc 5000, marking it as one of the fastest-growing private companies in America. In 2013, The Franchise Business Review honored Rapid Realty NYC with the Franchisee Satisfaction Award. Now, Rapid Realty NYC is expanding to major metropolitan areas across the country. Visit www.RapidNYC.com.
PR World Awards are an annual industry and peers recognition program honoring best of PR and corporate communications in every major industry from large to small and new start-ups in North America, Europe, Middle-East, Africa, Asia-Pacific, and Latin-America. The annual 2013 PR World Awards are part of the Silicon Valley United States worldwide recognition programs. The SUVS Awards consist of 9 world award programs in which you can participate every year, each held at a different date and location. Learn more about the PR World Awards at www.prworldawards.com.
SOURCE Rapid Realty NYC