Press Release Back To Media Center

CENTURY 21 REAL ESTATE UNVEILS SMARTER, BOLDER, FASTER MARKETING CAMPAIGN

Celebrates 40th Year of the Brand

Apr 21, 2011
For Immediate Release
CONTACT
Matt Gentile
Century 21 Real Estate LLC
Phone: 973-407-6102
Cell: 973-647-9042
matt.gentile@century21.com

PARSIPPANY, N.J. (April 21, 2011) — Century 21 Real Estate LLC, the franchisor of the world’s largest residential real estate sales organization has unveiled a comprehensive marketing campaign with powerful broadcast media and an overwhelming online presence. Celebrating its 40th anniversary in 2011, the CENTURY 21® System is using online and offline advertising that will culminate with television advertising during the Super Bowl® in February 2012.

“From mobile apps for all smart phones, to customized Facebook business pages, our 360-degree marketing campaign is designed to provide the next generation of home buyers and sellers with the information they want, when they want it and how they want it,” said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC. “With the rapidly growing popularity of both social and mobile activities, it is important to reach consumers wherever they are consuming information.”

This 360-degree marketing campaign leverages traditional media to reach sellers, and digital and mobile media to engage with buyers. The elements of the campaign include:

    * A newly relaunched century21.com website, which features an innovative neighborhood-based search functionality, enhanced property images, and video syndication to YouTube

    * A comprehensive syndication of all CENTURY 21 property listings to over 500 national and local real estate websites

    * A Showcase Advantage Listing Program that offers price subsidized price advantages of between 50 – 80% to CENTURY 21 System brokers on five of the industry’s leading websites

    * A comprehensive social media program, including Facebook, Twitter, YouTube and the brand’s recently launched blog, @C21-Home Matters

    * CENTURY 21 Mobile App is available as a fully downloadable app on all types of smart phones

    * Active advertising in real estate industry forums, events and publications

    * A national radio campaign with drive-time news and weather sponsorship

    * Prime-time advertising on cable television

    * A featured CENTURY 21 episode on the TLC network’s hit show, “The Cake Boss,” with a custom cake delivered by Buddy Valastro

    * Super Bowl advertising and pre-game show sponsorship for 2012

“This is merely a broad overview of our 2011 marketing plan, because we still have even more programs that we have yet to unveil,” said Thorne. “In the coming months, consumers, as well as those in the real estate industry, will hear more from the CENTURY 21 System in ways they might never have anticipated. What we are doing is intended to build on our already iconic brand-awareness and to help consumers recognize our brand as ‘Smarter, Bolder, Faster.’”