Zillow launches national TV ad campaign

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Zillow announced its first national TV campaign, “Find Your Way Home,” with two spots in 30- and 60-second versions that will air, beginning today, on cable channels HGTV, CNN, USA, A&E and Lifetime.

The Seattle-based company said it plans to “step on the (marketing) gas” in 2013. The TV play — along with an increase in online display banner ads — is part of its $20 million to $30 million advertising budget, double what it was in 2012.

60-second version of Zillow’s new TV spot, “Long Distance,” part of its new, summer season TV ad campaign.

The campaign features a spot released last September on ABC Family, HGTV, CNN and Travel Channel and other networks when Zillow “tested” the TV ad waters with an ad featuring a young family searching for their perfect home on Zillow, using a variety of technologies including video chat, Zillow’s iPad app and Bluetooth.

“The process of shopping for a home today is emotional, absorbing, collaborative, and driven by technology and online information,” said Amy Bohutinsky, Zillow’s chief marketing officer, in a statement. “Our ‘Find Your Way Home’ campaign chronicles modern families in ways that most home shoppers can relate — as they search for not just a home, but a place for their life to happen.”