Coldwell Banker Dream Campaign Wins 2022 Marcom Platinum Award
MarCom Awards recognize outstanding achievement by creative professionals involved in the concept, direction, design and production of marketing and communication materials and programs
Coldwell Banker is thrilled to announce that the brand has been recognized as a 2022 MarCom Platinum award winner under the Strategic Communications – Research/Study category for its Dream Campaign! The MarCom Awards recognize outstanding achievement by creative professionals involved in the concept, direction, design and production of marketing and communication materials and programs.
Throughout 2021 and 2022, the U.S. housing market favored sellers as the value of homes increased amid significant inventory shortages. In response, our 2022 Seller Strategy focused on giving consumers a greater understanding of their selling options, empowering them to sell and realize how much purchasing power they have for their dream property. We launched our one-of-a-kind “Dream” ad campaign, which promoted a refreshed Coldwell Banker website featuring CB Estimate℠, Move Meter℠ and the Seller’s Assurance Program— all designed to help sellers find their dream home.
To launch alongside the ad campaign and refreshed website, we also commissioned a consumer survey in February 2022 seeking insights on where Americans were dreaming of moving and valuable data for navigating the current housing market. This included that 46% of American homeowners are unsure of the current value of their home – meaning a trusted real estate agent is more vital now than ever. With the survey results, Coldwell Banker further solidified itself as an industry leader that serves sellers and feeds the ongoing media appetite for consumer migration patterns.
The survey resulted in such an overwhelming amount of insights that the brand decided to divide the spring survey data into two releases! The first part of the campaign focused on inspiring sellers to list their homes and move to destinations they’ve always dreamed of, while the second part of the campaign focused on what Americans value throughout the selling process. Together, the “Dream” ad campaign and survey data garnered local and national coverage in more than 40 outlets, accumulating over 347 million impressions.
Coldwell Banker is committed to supporting its network through initiatives created by agents not for agents. Through strong marketing, advertising and communications tactics, agents are 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.
