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Consumer Ad Campaign

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You’re proud to call yourselves REALTORS®. And even prouder to call yourselves Californians. Because beyond that “SOLD!” sign, it’s the people of this place who inspire you to do what you do. That’s why C.A.R’s 2021 consumer ad campaign speaks to the mission of California REALTORS® - to make homeownership possible for all the doers and dreamers of California who deserve to call a piece of this place their own.

So, consider this new campaign an anthem of California pride. Pride in this golden state, pride in the individuals who move it forward, and pride in the REALTORS® who open the doors, unlock the possibilities, and make California dreams come true.

Here are the highlights of this year’s marketing campaign:

  • TV + Digital Video: TV/Video is an integral part of the 2021 media plan. The new commercial will air over 1,000 times during the campaign, generating roughly 30 million+ impressions across four top markets: Sacramento, San Francisco, Los Angeles, and San Diego.
  • NPR Podcast Sponsorship: As listenership rises, the campaign’s messages will reach consumers listening to their favorite NPR-streamed podcasts, generating more than 2.7 million impressions.
  • Realtor.com / HGTV: To educate home buyers and sellers across California about the value of working with a REALTOR®, C.A.R. is partnering with “home” experts Realtor.com and HGTV, reaching more than 10 million unique visitors monthly.
  • Paid Social: With more than 4.1 million impressions, C.A.R.'s paid social media ads will continue to amplify the message of California Proud by driving consumers who are looking to buy or sell a home to the newly updated consumer-facing website, championsofhome.com.
  • Champions of Home Consumer Website: Consumers can visit the newly redesigned consumer-facing website, championsofhome.com where they can learn about down payment assistance, how REALTORS® are safely showing homes in today’s market, the benefits of working with a California REALTOR® -- especially in this challenging market – and watch the new commercial.
  • California Dreaming ABC Sponsorship: To amplify The Power of Home message, C.A.R. was the 2021 presenting sponsor of ABC’s special broadcast program, “California Dreaming” which included broadcast programming and online video support, generating more than 10 million impressions in LA, San Francisco and Fresno. The sponsorship also includes a bonus schedule during the new campaign launch, generating an additional 4.8 million+ impressions.
  • YouTube + Pinterest: While consumer searching has evolved, C.A.R. is prioritizing using videos and ads that create brand engagement, via YouTube and Pinterest, that will generate more than 6 million impressions.

Check out the new campaign and use it in your marketing!



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