Coldwell Banker Real Estate says it’s accelerating its national media buy to take advantage of the housing market recovery and reach potential buyers and sellers before the start of the spring homebuying season.
The franchisor is rolling out a "Blue Carpet" ad campaign that will air on NBC, CBS and ABC, highlighted by spots during the year’s premiere movie, television and music awards events.
The campaign, a continuation of the "Value of a Home" theme launched last year, will run TV commercials Sunday during the Golden Globes on NBC, on Feb. 10 during the Grammy Awards on CBS, Feb. 24 during the Oscars on ABC, and Sept. 22 during the Emmys on ABC.
Those award shows reached nearly 110 million viewers in 2012, the company said.
As the housing market continues to recover, consumer confidence is rising but inventory levels are low in many markets, said Michael Fischer, chief marketing officer of Coldwell Banker Real Estate.
"By accelerating our national media buy into January and early February, we are looking to build momentum by reaching potential buyers and sellers before the start of the traditional spring homebuying season," Fischer said in a statement. "Because awards show broadcasts can be true family viewing events, it couldn’t be a better place to connect with buyers and potential sellers on a feel-good, emotional level."
The ad that will kick off the 2013 campaign at the Golden Globes features actor Tom Selleck’s voice in 60-, 30-, 25- and 15-second spots the franchisor rolled out last year.
Coldwell Banker’s TV spot, launched last year, that will air during the Golden Globes on NBC on Sunday.
Starting with the Grammy Awards, Coldwell Banker will be launching a new TV commercial to replace last year’s, a spokesperson for the firm said.
In addition to the network TV ads during the awards shows, the franchisor will have an exclusive presence on People.com’s video and social platforms before, during and after the shows, and run ads on the events-related E! Entertainment Television shows "Live from the Red Carpet," "Fashion Police" and "E! After Party."
Separate from the four red carpet events, the firm will have TV ads that will run during NBC’s "4th of July Fireworks Spectacular," "Thanksgiving Day Parade," "Rockefeller Center Tree Lighting" and "New Year’s Eve with Carson Daly."
Spots will also appear on ESPN’s "Baseball Tonight," and two shows on the NBC Universal subsidiary channel LX TV, "Open House" and "George to the Rescue."
A subsidiary of Realogy Holdings Corp., Coldwell Banker Real Estate has a network of 83,000 agents in 3,100 offices in 50 counties and territories.
Coldwell Banker’s Realogy cousin, Century 21 Real Estate LLC, is currently filming TV ads that will air on CBS during Super Bowl 47 on Feb. 3 — the second year in a row the brand will appear on TV during the big game.