Coldwell Banker Acclaimed "Dream" Campaign to Spotlight Iconic Cities Across America

Rhea-AI Summary

Coldwell Banker Real Estate , an Anywhere (NYSE: HOUS) brand, is continuing its award-winning "Dream" ad campaign during the 2024 football season. The new 30-second spots feature city matchups, encouraging viewers to use the Coldwell Banker Move Meter tool to compare locations. The campaign includes:

- Ads airing on Thursday evenings on a streaming service
- Move Meter Match-Up pre-game integration
- Localized asset campaign for affiliate offices

The Move Meter data shows Charlotte, NC as the top "Move to" city search from January to August 2024. Coldwell Banker's ad was the second most effective during last year's Thursday night event out of over 150 advertisers. The brand has held the #1 real estate ad for 12 consecutive years according to ACE Metrix.

Positive

• Continuation of successful "Dream" ad campaign during prime-time football games
• Move Meter tool rated #1 most useful tool in real estate
• Second most effective advertiser during Thursday night event out of 150+ advertisers
• #1 real estate ad for 12 consecutive years (ACE Metrix)
• Extensive network of 98,000+ affiliated sales professionals in 2,700+ offices across 40 countries

Negative

• None.

Following the immense success of the brand's Thursday night gridiron advertising campaign in 2023, Coldwell Banker is returning with a new approach for 2024 that centers around city love

MADISON, N.J., Sept. 4, 2024 /PRNewswire/ -- Coldwell Banker Real Estate LLC, an Anywhere (NYSE: HOUS) brand, announces the continuation of its award-winning "Dream" ad campaign on Thursday evenings on a streaming service during the 2024 football season, inspiring millions of fans nationwide to envision their future in the cities they've always dreamed of calling home.

The new 30-second spots airing this year feature head-to-head matchups of beloved cities – like Dallas v. NYC, DC v. Philly and San Francisco v. Seattle, to name a few – asking the question, "When you're looking for your next place to live, how do you find the perfect place for you?" Focused on the qualities that make each place unique, the ads encourage viewers to utilize the Coldwell Banker Move Meter tool to compare key selling points between cities, such as cost and quality of living. Helping buyers and sellers make informed decisions with ease, the Move Meter tool is rated the #1 most useful tool in real estate.

Data from the Move Meter shows exactly where Americans are looking to move – between January and August of 2024, the top "Move to" city search was Charlotte, NC, followed by Austin, TX, and New York and Tampa, FL (tied for third).

Coldwell Banker Real Estate holds the honor of having the #1 real estate ad for 12 years in a row by ACE Metrix. Last year, the brand was the second most effective advertiser during this Thursday night gridiron tentpole event out of more than 150 advertisers, demonstrating the impactful connection made with this broad audience.

Also airing as a pre-game integration during the season is the Move Meter Match-Up, a video and social media series comparing cities of the football team matchups each week in real estate terms. The campaign extension further encourages viewers to utilize the brand's exclusive Move Meter tool on coldwellbanker.com and Coldwell Banker agent websites.

Alongside the ad is a continuation of the localized asset campaign to deepen branding efforts across the network and amplify consumer reach. Local affiliate offices across the vast Coldwell Banker network now have over 100 pieces of customizable marketing materials to craft personalized versions of brand video, social assets and print integration. With nearly 4,000 localized Move Meter Matchup videos created via the brand's exclusive Custom Video Platform last year, the campaign extension successfully allowed broker-owners to connect with their communities and guide consumers to their dream homes.

In addition to the top YTD cities above, the below cities were the highest searched* "move to" locations amongst Move Meter users in Q1, Q2 and Q3 2024:

Q1 2024 Top Cities:

1. Charlotte, NC
2. Charleston, SC
3. Tampa, FL

Q2 2024 Top Cities:

1. Las Vegas
2. New York
3. Miami, Charlotte, NC, & Austin, TX (tied for 3rd place)

Q3 2024 Top Cities:

1. Los Angeles
2. San Diego & San Antonio (tied for 2nd place)
3. Colorado Springs, CO

*This data was compiled based on entries of city names rather than zip codes.

Quotes:

"After solidifying this streaming tentpole event as a powerful initiative for the brand with the Dream campaign, I am thrilled Coldwell Banker is returning this season to continue to inspire Americans to pursue their dream homes. Our unparalleled approach to real estate advertising, blending innovation with beautiful design, has proven to make waves both in and outside of the industry. Reaching over 8 million viewers per game, the Coldwell Banker brand continues to resonate with consumers in an innovative, bold way that drives the industry forward." – Brandon Newman, Vice President of Marketing

"For 118 years, Coldwell Banker has been guiding consumers to their dream homes which has solidified us as an industry champion, and the Dream campaign is a testament to our unmatched influence. Our approach of celebrating the distinguishing characteristics of cities across the country is a perfect way to not only highlight the Move Meter tool but enable our vast network of real estate professionals to engage with consumers seeking their dream relocation on a more personal level." – Jason Waugh, President of Coldwell Banker Affiliates

About Coldwell Banker Real Estate LLC
Powered by its network of over 98,000 affiliated sales professionals in approximately 2,700 offices across 40 countries and territories, the Coldwell Banker^® system is a leading provider of full-service residential and commercial real estate brokerage services. The Coldwell Banker brand prides itself on its history of expertise, honesty and an empowering culture of excellence since its beginnings in 1906. The Coldwell Banker brand is committed to providing its network of affiliated sales agents with the tools and insights needed to excel in today's marketplace and is known for its bold leadership and dedication to driving the industry forward. The brand was named among the 2024 Women's Choice Award^® "9 out of 10 Customer Recommended Real Estate Agency." Blue is bold and the integrity and values of the Coldwell Banker brand give the Gen Blue network an unbeatable edge. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated. To join Coldwell Banker Real Estate and unlock the Gen Blue possibilities, please visit www.coldwellbanker.com/join.

Media Inquiries:
Athena Snow	Andrea Ares
Coldwell Banker Real Estate LLC	G&S for Coldwell Banker Real Estate LLC
973.407.5590	630.809.7748
athena.snow@anywhere.re	aares@gscommunications.com

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SOURCE Coldwell Banker Real Estate LLC

FAQ

What is Coldwell Banker's new ad campaign for 2024 focusing on?

Coldwell Banker's 2024 ad campaign focuses on city love, featuring head-to-head matchups of iconic cities and encouraging viewers to use the Move Meter tool to compare locations for their next home.

Which city was the top 'Move to' search on Coldwell Banker's Move Meter from January to August 2024?

Charlotte, NC was the top 'Move to' city search on Coldwell Banker's Move Meter from January to August 2024, followed by Austin, TX, and New York and Tampa, FL tied for third.

How effective was Coldwell Banker's advertising during the Thursday night football event in 2023?

Coldwell Banker was the second most effective advertiser during the Thursday night football event in 2023, out of more than 150 advertisers.

What is the Move Meter Match-Up in Coldwell Banker's 2024 campaign?

The Move Meter Match-Up is a video and social media series comparing cities of the football team matchups each week in real estate terms, airing as a pre-game integration during the season.