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Century 21 has launched the largest marketing campaign in its history, which has already reached over two million Australians. Running in every state and territory, the campaign showcases the company’s new brand while challenging consumers to expect more from real estate agents.
The campaign’s visuals and message are currently being seen on buses and outdoor billboards, in cinemas and shopping centers, online and on Australian television channels.
Century 21 chairman Charles Tarbey said that the initial reaction to the campaign had been positive.
He said that he expects the buzz around the new brand to build as the campaign deepens.
“The new multichannel campaign is reaching thousands of potential buyers and sellers of real estate each day,” Mr Tarbey said.
“While the campaign aims to drive traffic to our offices across Australia, it is also designed to powerfully reposition the C21 brand to better reflect what the business stands for and to challenge consumers to expect more from us.
“We have already begun to see heightened levels of interest in the network at a strategic time as we lead into spring.”
The campaign follows Century 21’s global parent unveiling an international rebranding campaign at its recent Masters event in Orlando, Florida.
Global president and CEO Nick Bailey welcomed the substantial change of the logo with its refreshed colour palette.
The company received global recognition for the change by winning the most innovative marketing campaign at the Inman Innovator Awards in the United States.
To coincide with the Australian campaign, Century 21 offices across Australia are being renovated and refreshed to align with the new branding and to better project a modern image to consumers.
“So far, the results from the campaign have been very pleasing and we expect that this substantial marketing investment will benefit our network for years to come,” Mr Tarbey said.
The rebranding is taking place across all 80 countries that Century 21 operates in, making it one of the most momentous events in the business’ nearly 50 years of operation.
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