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One of Australia’s largest networks has announced that it will kick off its most aggressive marketing campaign yet, as it looks to capitalise on key recent market movements.
Century 21 Australasia will launch the largest marketing campaign in its history this July.
Outlined at the network’s annual convention on Hamilton Island this month, the seven-figure marketing spend will leverage television, cinema, social media, billboards, public relations and events to promote the group’s new brand repositioning, message and vision for the future.
The campaign comes on the back of a recent global announcement that Century 21 would be repositioning its brand to project a more modern image that better aligns with the company’s new value proposition of “delivering extraordinary real estate experiences to consumers”.
Chairman Charles Tarbey said that it is an important time for the new brand to assert itself.
“This historic marketing campaign in Australia and New Zealand is aimed at showcasing the new logo and brand message while strengthening the connection between Century 21 and the modern consumer.
“We went through an incredibly detailed process to isolate the right creative, message and channels to reach the largest possible numbers of buyers and sellers of real estate.”
Mr Tarbey is confident the balance is now spot-on.
“The campaign will run for close to a year and we expect it will deliver tangible results for our offices due to the excitement it will build around the brand and message.”
Television advertisements and show sponsorships on Foxtel, billboards on buses and in shopping centers, and movie ads in cinemas are just a few channels that consumers can expect to see the new C21 visual identity and message promoted.
The rebranding is also occurring across the 80 countries where Century 21 operates in, marking one of the momentous changes in the business’ nearly 50 years of global operations.
In the United States, an enormous campaign is launching the new visual identity across TV, digital, social and print components, plus an integrated cross-channel media partnership with ESPN.
Century 21’s national marketing manager, Bianca Anton, said that the campaign will focus around two key themes: “Don’t Settle for Average“ and “Relentless Moves”.
She said that both aim to challenge Century 21 agents and encourage consumers to raise their expectations of agents.
“During this monumental shift in brand identity, we needed to ensure the consumer was aware of who we are becoming, and why,” Ms Anton said.
“This is why we decided to go for such a large multi-channel rebranding strategy — we wanted to reach as many different consumers as possible with a bold new message.”
Ms Anton said that the overarching goal of the campaign is to build excitement and drive leads.
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