With a home buying and selling market that continues to improve, we’ve decided to up the stakes in 2013 by placing the Coldwell Banker brand message in some of America’s most buzzworthy programs. Our aggressive new strategy is aimed at building momentum before the spring home buying season, catching both sellers and buyers right when they’re at the start of the decision making process.
Our 2013 television media plan is being anchored by a brand new “Blue Carpet” strategy that will have our Coldwell Banker ads air on the big stage of the “big four” entertainment award shows: the 70th annual Golden Globe Awards (January 13), the 55th annual GRAMMY Awards (February 10), the 85th annual Oscars (February 24) and the 65th annual Emmys (September 22).
Not only did these four iconic award shows reach nearly 110 million viewers in 2012, but the explosion of social media in recent years has given each show more “life” – both before and after airing. For this reason, our “Blue Carpet” strategy doesn’t end with airing our new ads on these programs. We’ll extend our reach by building buzz both during and after each award show by owning video on People.com which will garner in excess of 35.5 million impressions. We’ll also integrate with the People.com Twitter account that has over 4.5 million followers. This is also on top of advertising on the preeminent source of Hollwyood event coverage, E! Entertainment Television, leading up to and after each awards show.
The rest of our TV media plan will consist of a continued partnership with LXTV Open House, a return of Coldwell Banker Demo Field to ESPN as well as significant presences during iconic holiday programming like the Macy’s Fireworks Spectacular, Macy’s Thanksgiving Day Parade, Christmas Tree Lighting at Rockefeller Center and New Year’s Eve with Carson Daly. Throw in a new partnership with NBC’s George to the Rescue and you’ll hopefully see that we’re more committed than ever to exposing the Coldwell Banker brand to potential consumers on a massive scale.
If you’d like to take a look at our media flowcharts for both our television and digital campaigns for 2013, you can download PDFs by clicking here.