Sotheby's International Realty Unveils New Brand Ad Campaign
Sotheby's International Realty has launched a new brand advertising campaign called '1 of 1'. The campaign positions the brand as 'curators of the unique', highlighting the distinctive features of each home they represent. It aims to connect with a new generation of affluent buyers who value individualism and self-expression.
The campaign, developed by venturethree, draws inspiration from Sotheby's auction house heritage and its global network. It will feature a seven-figure advertising media spend across various platforms, including The New York Times, The Wall Street Journal, and key social channels. The campaign has been transcreated into several languages for localization by the brand's 1,100+ offices in 83 countries.
Sotheby's International Realty ha lanciato una nuova campagna pubblicitaria chiamata '1 di 1'. La campagna posiziona il marchio come 'curatori dell'unicità', mettendo in evidenza le caratteristiche distintive di ogni casa che rappresentano. L'obiettivo è connettersi con una nuova generazione di acquirenti benestanti che apprezzano l'individualismo e l'auto-espressione.
La campagna, sviluppata da venturethree, trae ispirazione dall'eredità della casa d'aste Sotheby's e dal suo network globale. Presenterà una spesa pubblicitaria media di sette cifre su varie piattaforme, tra cui The New York Times, The Wall Street Journal e importanti canali social. La campagna è stata adattata in diverse lingue per la localizzazione dagli oltre 1.100 uffici del marchio in 83 paesi.
Sotheby's International Realty ha lanzado una nueva campaña publicitaria llamada '1 de 1'. La campaña posiciona la marca como 'curadores de lo único', destacando las características distintivas de cada hogar que representan. Su objetivo es conectarse con una nueva generación de compradores adinerados que valoran el individualismo y la autoexpresión.
La campaña, desarrollada por venturethree, se inspira en el patrimonio de la casa de subastas Sotheby's y su red global. Tendrá un gasto publicitario de siete cifras en diversas plataformas, incluyendo The New York Times, The Wall Street Journal y canales sociales clave. La campaña ha sido adaptada a varios idiomas para la localización por parte de las más de 1.100 oficinas de la marca en 83 países.
Sotheby's International Realty는 '1 중 1'라는 새로운 브랜드 광고 캠페인을 시작했습니다. 이 캠페인은 브랜드를 '독특함의 큐레이터'로 포지셔닝하며, 그들이 대표하는 각 집의 특징을 강조합니다. 이는 개인주의와 자기 표현을 중요시하는 새로운 부유한 구매 세대와 연결하는 것을 목표로 하고 있습니다.
venturethree가 개발한 이 캠페인은 Sotheby's 경매장 전통과 글로벌 네트워크에서 영감을 받았습니다. 뉴욕 타임스, 월스트리트 저널 및 주요 소셜 채널을 포함한 다양한 플랫폼에서 7자리 숫자의 광고 미디어 지출이 있을 예정입니다. 이 캠페인은 브랜드의 83개 국가에 있는 1,100개 이상의 사무소를 통해 현지화하기 위해 여러 언어로 변환되었습니다.
Sotheby's International Realty a lancé une nouvelle campagne publicitaire appelée '1 sur 1'. La campagne positionne la marque en tant que 'curateurs de l'unique', mettant en avant les caractéristiques distinctives de chaque maison qu'ils représentent. Elle vise à se connecter avec une nouvelle génération d'acheteurs aisés qui valorisent l'individualisme et l'auto-expression.
La campagne, développée par venturethree, s'inspire de l'héritage de la maison de ventes Sotheby's et de son réseau mondial. Elle comprendra un dépense publicitaire à sept chiffres sur diverses plateformes, y compris The New York Times, The Wall Street Journal et des canaux sociaux clés. La campagne a été transcréée en plusieurs langues pour la localisation par les plus de 1.100 bureaux de la marque dans 83 pays.
Sotheby's International Realty hat eine neue Markenwerbungskampagne namens '1 von 1' gestartet. Die Kampagne positioniert die Marke als 'Kuratoren des Einzigartigen' und hebt die einzigartigen Merkmale jedes Hauses hervor, das sie vertreten. Ziel ist es, eine neue Generation wohlhabender Käufer anzusprechen, die Individualismus und Selbstdarstellung schätzen.
Die von venturethree entwickelte Kampagne lässt sich von dem Erbe des Sotheby's Auktionshauses und seinem globalen Netzwerk inspirieren. Sie wird eine Werbeausgabe im siebenstelligen Bereich auf verschiedenen Plattformen umfassen, darunter The New York Times, The Wall Street Journal und wichtige soziale Kanäle. Die Kampagne wurde in mehrere Sprachen übersetzt, um von den über 1.100 Büros der Marke in 83 Ländern lokalisiert zu werden.
- Launch of a new brand advertising campaign '1 of 1' to appeal to a new generation of luxury buyers
- Seven-figure advertising media spend across various high-profile platforms
- Campaign transcreated into multiple languages for global localization
- Leveraging Sotheby's auction house heritage and global network of 1,100+ offices in 83 countries
- None.
"1 of 1" Positions the Brand as Curators of The Unique; Connecting the World's Most Distinctive Homes with the Most Extraordinary Lifestyles
By adopting the notion of "1 of 1," which typically refers to something one-of-a-kind, Sotheby's International Realty showcases homes for a new era of luxury. This approach is defined by the company's keen eye for a home's special attributes and the unique experiences and lifestyles they offer. This campaign builds on the brand's strategy to connect with an emerging affluent generation of buyers that values individualism and self-expression.
"In an era where luxury is defined by unique experiences and lifestyles, Sotheby's International Realty stands as the authority," said Brad Nelson, chief marketing officer for Sotheby's International Realty. "Our '1 of 1' campaign encapsulates our philosophy that each home is original and offers a distinct way of living. Our clients view their living space as the ultimate form of self-expression. We're not just selling homes, each property we represent is a gateway to an extraordinary, one-of-a-kind lifestyle."
The creative inspiration for the campaign draws on the curatorial nature of the brand's heritage with Sotheby's auction house and its own global network by framing homes inspired by global windows of the world. The "1 of 1" campaign was developed by creative transformation company, venturethree.
"We want people to feel they are joining forces with an iconic brand, one that has a lifestyle of its own and is also closely aligned to their individual values. We're aiming to capture a new world of luxury for an emerging luxury audience, for whom the feel of the experience is as important as the level of service. We've kept the campaign authentic to the very special DNA of Sotheby's International Realty, while also making it modern and aspirational," said Philip Orwell, chief executive officer for venturethree.
The new campaign has been transcreated into several languages allowing flexibility for the campaign to be localized by each of the brand's more than 1,100 offices in 83 countries. "1 of 1" will consist of a seven-figure advertising media spend and will be featured across a global portfolio of media partners spanning video, digital, social and print. The campaign will be advertised with The New York Times, The Wall Street Journal, Dwell, Architectural Digest, Nikkei, Google, as well as key social channels such as Facebook, and Instagram, and more.
"Taking advantage of the magnetic ability of luxury homes to engage people across different platforms, the new campaign was created to be innately social, bringing out the uniqueness of each property and positioning Sotheby's International Realty as the global leader in luxury real estate," said Jodie Mclean, venturethree's head of partnerships US.
To learn more about Sotheby's International Realty, visit www.sothebysrealty.com.
Sotheby's International Realty
Sotheby's International Realty was founded in 1976 as a real estate service for discerning clients of Sotheby's auction house. Today, the company's global footprint spans more than 1,100 offices located in 83 countries and territories worldwide, including 48 company-owned brokerage offices in key metropolitan and resort markets. In February 2004, Anywhere Real Estate Inc. entered a long-term strategic alliance with Sotheby's, the operator of the auction house. The agreement provided for the licensing of the Sotheby's International Realty name and the development of a franchise system. The franchise system is comprised of an affiliate network, where each office is independently owned and operated. Sotheby's International Realty supports its affiliates and agents with a host of operational, marketing, recruiting, educational and business development resources. Affiliates and agents also benefit from an association with the venerable Sotheby's auction house, established in 1744. For more information, visit www.sothebysrealty.com.
The affiliate network is operated by Sotheby's International Realty Affiliates LLC, and the company owned brokerages are operated by Sotheby's International Realty, Inc. Both entities are subsidiaries of Anywhere Real Estate Inc. (NYSE: HOUS) a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services. Both Sotheby's International Realty Affiliates LLC and Sotheby's International Realty, Inc. fully support the principles of the Fair Housing Act and the Equal Opportunity Act.
venturethree
venturethree is a global creative transformation company, imagining new futures and making them real. Operating from
Rachel Colletta
Senior Manager, Public Relations and Communications
Sotheby's International Realty
212-606-4134
rachel.colletta@sothebys.realty
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SOURCE Sotheby's International Realty
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