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December 18, 2014

Coldwell Banker Targets the Red Carpet

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Coldwell Banker Targets the Red Carpet

Coldwell Banker Real Estate announced that it's targeting movie, television, and music award events with a series of commercials that aim to reach out to buyers and sellers before the start of the spring homebuying season. Its “Blue Carpet” ad campaign will launch Sunday during the Golden Globes awards program.

The franchisor will be rolling out a series of ads that spotlight the “Value of a Home” on NBC, CBS, and ABC during such award shows like the Golden Globes, Grammys, Emmys, and Oscars. The award shows were watched by nearly 110 million viewers last year, according to the company. 

Coldwell Banker also announced it will have an exclusive presence on People.com’s video and social platforms before and during the shows and on shows related to the red carpet events, like E! Entertainment Television’s “Live From the Red Carpet” and “E! After Party.”  

"By accelerating our national media buy into January and early February, we are looking to build momentum by reaching potential buyers and sellers before the start of the traditional spring homebuying season," says Michael Fischer, chief marketing officer of Coldwell Banker Real Estate. "Because awards show broadcasts can be true family viewing events, it couldn't be a better place to connect with buyers and potential sellers on a feel-good, emotional level."

The franchisor will be spotlight ads that feature actor Tom Selleck’s voice in highlighting the value of home ownership. 

Source: “Coldwell Banker Launches ‘Blue Carpet’ Awards Show Ad Campaign,” Inman News (Jan. 10, 2013)

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