Century 21 Real Estate Unveils 2015 Marketing Campaign
New Ads, Sponsorships Spotlight Affiliated Agents during Iconic Events
February 23, 2015 // Franchising.com // MADISON, N.J. – Century 21® Real Estate, the iconic brand and franchisor with the largest global network in the residential real estate industry including approximately 6,900 independent offices worldwide, announced the details of its new marketing campaign, which includes the release of two new television spots, "The Chase" and "Mom's Basement," and three major sponsorships with U.S. Soccer, CFH Racing and IndyCar Series driver Josef Newgarden, and USA Bobsled & Skeleton.
"Our value proposition is clear," said Rick Davidson, president and chief executive officer of Century 21 Real Estate LLC. "We are proud to put our affiliated agents front and center in our national marketing and advertising efforts. This marketing campaign will keep them top-of-mind with home buyers and sellers throughout the year."
The two new television spots build on the success of the brand's existing SMARTER. BOLDER. FASTER.® efforts, which position its agents as the best in the business. In "The Chase," an agent races against the clock to deliver a message before his clients board their flight, while "Mom's Basement" features an agent tasked with finding the perfect bachelor pad for a man who might prefer to stay in his mom's basement just a little longer. Both spots use a humorous bit of misdirection while also highlighting the fact that Century 21® affiliated agents will go to any lengths to help clients find their dream home.
The new ads will appear on a variety of major cable and network platform events including:
- Throughout the NCAA College Basketball Tournament airing on CBS, TBD, TNT and truTV, including spots during each Final Four game
- 2015 Women's Soccer World Cup airing on FOX and FOX Sports 1
- 2015 U.S. Men's and Women's National Soccer Team matches airing on ESPN, ESPN2, FOX and FOX Sports 1
- Latin Grammy's airing on Univision
- National Spelling Bee airing on ESPN and ESPN2
- Little League World Series, including spots during the International, U.S and World Championship games airing on ABC, ESPN and ESPN2
In addition to the new TV ads, the Century 21 brand will be shining a spotlight on its affiliated agents through uniquely targeted sponsorships, including a second season with CFH Racing and IndyCar Series driver Josef Newgarden.
Newgarden's Dallara/Chevrolet/Firestone car will forgo its traditional No. 67 in favor of No. 21, the real estate brand's signature number. Plus, the car will be wrapped in the iconic Century 21 black and gold colors for the "Greatest Spectacle in Racing." The world's largest single-day annual sporting event, the Indianapolis 500 will take place on May 24 and be broadcast on ABC.
"I am very excited to be piloting the Century 21 car in the Indianapolis 500 this year," Josef Newgarden stated. "It was fantastic to work with their team in 2013 and we are looking forward to being with them again, starting at the Grand Prix of Indianapolis this May. The '21' car will once again be a fan favorite and is certainly one of mine. We are ready to have a great finish for everyone at Century 21."
After the brand races through spring, Century 21 Real Estate will kick off the summer by renewing its sponsorship as the official real estate company of U.S. Soccer, which includes the U.S. Women's, Men's and Youth national teams through February, 2016. With commercials airing during U.S. Soccer matches including the Women's World Cup, which begins in June, the partnership will put the international brand's 100,000 affiliated agents located throughout 78 countries and territories, in front of hundreds of millions of fútbol fans around the globe.
"Century 21 has been a great partner since 2012," said U.S. Soccer President Sunil Gulati. "We are looking forward to continuing our relationship with the most recognized brand in real estate during an important and exciting year for our Men's, Women's and Youth National Teams."
Earlier this year, Century 21 Real Estate also announced that it will remain the official real estate company of USA Bobsled & Skeleton for the second consecutive year. The sponsorship includes a dedicated sled wrapped in black and gold featuring the Century 21 logo. In addition, the company's logo will receive placement on all national team sleds and team jackets.
About Century 21 Real Estate LLC
Century 21 Real Estate LLC (Century21.com) is comprised of approximately 6,900 independently owned and operated franchised broker offices in 78 countries and territories worldwide with more than 101,000 independent sales professionals. The Century 21® System provides brand marks, marketing, communications and innovative technology solutions that help enable its franchisees and their independent agents to attract and engage prospects, nurture customers, and deliver a positive real estate transaction experience.
Century 21 Real Estate was ranked highest in overall customer satisfaction by the J.D. Power 2014 Home Buyer/Seller Satisfaction StudySM. Specifically, Century 21® Real Estate swept the awards by receiving the highest ranking among national real estate companies across all four customer satisfaction segments in the study, including: First-Time Home-Buyer Satisfaction, Repeat Home-Buyer Satisfaction, First-Time Home-Seller Satisfaction and Repeat Home-Seller Satisfaction.
The Century 21® brand, as identified by consumers from a list of real estate agencies in the Millward Brown 2014 Ad Tracking Study, is the most recognized brand name in real estate, and the industry leader in brand awareness – a position it has held since 1999.
The Century 21 Real Estate national website -- Century21.com – is the number one "most visited" real estate franchise website, attracting more unique visitors than any other real estate franchise brand site since January 2013, according to comScore, Inc., a global leader in digital measurement and analytics.
C21® System members are active members of the communities in which they live and work, having raised over $111 million in total contributions to Easter Seals since 1979.
To find answers to your real estate questions, please visit the Web site that best meets your needs: Century21.com, Century21Global.com, commercial.Century21.com, Century21.com/finehomes, and Century21espanol.com.
Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.
© 2015 Century 21 Real Estate LLC. All Rights Reserved. Century 21®, the Century 21 Logo are registered service marks owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated.
SOURCE Century 21 Real Estate LLC
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