Coldwell Banker Real Estate Corp. has launched one of its largest national print advertising campaigns to promote its luxury-home marketing division, Coldwell Banker Previews International.

Full-color advertisements will appear in August in upscale magazines including Travel and Leisure, Vanity Fair, Departures, Food & Wine, Bon Appetit, Forbes, Fortune, Architectural Digest, Gourmet, Town & Country, House & Garden and Wine Spectator.

The company plans to enhance its position in the luxury home segment with the print campaign. In 2003, Coldwell Banker affiliates sold a record 13,816 luxury homes priced more than $1 million, according to the company. In addition, Coldwell Banker luxury home sales volume surged 23 percent to $23.3 billion last year.

The Coldwell Banker Previews International advertisement features an antique golden lion’s head doorknocker, which represents the social status of a million-dollar-and-up homeowner, mounted on a heavy, dark, wooden door. The headline reads, “We handle an average of 60 million dollars in luxury home sales every day. Let us open doors for you.”

“We wanted to find an emblem that was associated with luxury home ownership and not overused in today’s marketplace,” said Sharon Delaney, Coldwell Banker Real Estate Corp. vice president for Previews International and Special Markets. “The doorknocker, representative of Old World luxury, was the perfect fit.”

The luxury print campaign, which complements existing national TV and radio advertising efforts for Coldwell Banker, will continue through December 2004.

Kaplan Thaler Group of New York is the advertising agency of record for Coldwell Banker.

Coldwell Banker Real Estate Corp. is a subsidiary of Cendant Corp.

***

What’s your opinion? Send your Letter to the Editor to newsroom@inman.com.

Show Comments Hide Comments

Comments

Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
Success!
Thank you for subscribing to Morning Headlines.
Back to top
Time is running out to secure your Connect Now tickets at the lowest price. Don't miss out on a chance to grow yourself and your business.Learn More×
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription