Coldwell Banker “Dream Campaign” Wins 2024 Gold Bulldog PR Award
Coldwell Banker is thrilled to announce that the brand has been recognized as the winner of the 2024 Gold Bulldog PR Award in the Best in Business-to-Consumer Category for its public relations support of the Dream Campaign! Esteemed as the only PR awards program judged exclusively by journalists, the Bulldog PR Awards celebrate outstanding campaigns that have advanced the PR and communications industry through innovation and excellence.
The real estate market was in the midst of significant changes, including limited inventory due to the widespread adoption of remote work. Coldwell Banker found itself at the forefront of this evolving landscape, facing the challenge of navigating uncertainty while aiming to uncork the housing market and address these challenges head-on. With a target audience of consumers looking to sell or discover their dream home, the continuation of our “Dream” ad campaign was designed to motivate sellers to list their homes and embark on the moves they had always envisioned.
This campaign played a vital role in injecting much-needed vitality into the housing market, directly tackling the pressing issue of low inventory. For maximum impact and visibility, we ensured the refreshed Dream ad campaign resonated with the target audience by strategically airing the ad on select Thursday nights during the National Football League (NFL) season on a prominent streaming service, captivating millions of fans nationwide. Complementing these efforts, we leveraged social media and search engine campaigns to guarantee a comprehensive and tailored outreach strategy that connected with the target audience.
Launched in tandem with the refreshed Dream ad, we introduced a campaign extension known as the “Move Meter Match-up” – a video and social media series designed to showcase the capabilities of the Move Meter tool by comparing cities of football team matchups each week in real estate terms. Hosted on coldwellbanker.com and Coldwell Banker agent websites, the Move Meter Match-up encouraged users to compare elements like housing affordability and job market strength in their dream destinations against their current locations. This tool also facilitated localization by the Coldwell Banker network, allowing our agents to add a unique real estate perspective on local sports matchups nationwide.
The Dream campaign, alongside the Move Meter series, established Thursday Night Football as a powerhouse platform for the Coldwell Banker brand. The Move Meter series ad achieved an exceptional Ace Score of 595, marking it as the highest-scoring 15-second ad in over 13 years. Simultaneously, the Dream ad stands as the top-rated and most effective ad in the industry. Additionally, key data from the Move Meter tool revealed tens of thousands of searches, offering insights into sought-after cities, routes and states where Americans are eagerly finding their new address.
Through strong marketing, advertising and communications tactics, our agents feel empowered with the support they need to get more listings and sell more homes. Campaigns such as Dream provide relatable and valuable insight to consumers and reinforce Coldwell Banker as an authority in the real estate industry.
Athena Snow
Senior Manager, Public Relations & Giving for Coldwell Banker. Grew up in Sarasota and attended college at Western Carolina University. Athena wanted to wake up in that city that doesn’t sleep so headed to Madison Avenue to start her marketing career. She has been with this awesome brand for more than 15 years and can be found generating buzz about CB in every way possible. Athena helps to grow the brand’s position as the most storied real estate company within the industry and has led many high-profile endeavors; she was at the forefront of the brand’s pioneering smart home campaign, raised $6 million in two years to build 130 Habitat for Humanity homes, and led the Homes for Dogs program in partnership with Adopt-a-Pet.com that resulted in tens-of-thousands of dogs finding their furever home. She currently leads the CB Supports St. Jude program, which encourages the Coldwell Banker network’s 96,000+ real estate agents to make donations to St. Jude’s Children’s Research Hospital for every real estate transaction they represent. In her spare time, you can find her either digging up a new area in her yard for another flower bed or planning her next travel adventure. She's the proud mom of three cats Jolene, Ziggy and Lucy.
