Celebrating Excellence: Coldwell Banker PR and Global Luxury Marketing Teams Earn Platinum at the 2023 MarCom Awards for Global Luxury 2022 Trend Report

We are proud to announce that the public relations and global luxury marketing teams at Coldwell Banker have received platinum status in the communications and public relations category at the 2023 Marcom Awards for their work on the Coldwell Banker Global Luxury 2022 Trend Report.

Being one of the world’s most esteemed and longstanding creative competitions, the MarCom Awards acknowledge the creativity and hard work of professionals in global marketing and communications.

Crafting a Comprehensive Approach

Amidst industry uncertainty, the Coldwell Banker PR and Global Luxury teams engaged Censuswide to conduct a targeted luxury consumer survey to unlock the spending behaviors and trends driving the luxury real estate market for inclusion in the program’s 2022 Trend Report.

In response to the vast volume of data, the Coldwell Banker Global Luxury public relations team divided the survey findings into three phases of strategic media pitching, crafting a comprehensive plan and timeline for each phase of the survey launch.

  • Phase One: Centered around insights about the future industry outlook, real estate investment and financing.
  • Phase Two: Focused on the luxury real estate agent’s value and ability to guide affluent buyers during uncertain economic times.
  • Phase Three: Emphasized international findings and revealed the lifestyle changes and relocation sentiments influencing the market.

Instrumental in communicating the breadth of data in the survey findings, the PR team also created three individual press releases, three key findings sheets, messaging, sponsored content and tailored media pitches accounting for each launch phase. In addition, the team curated supporting social media graphics and tiles to distribute across the network of 100,000 affiliated sales professionals.

The team secured media coverage by leveraging experts like vice president of Coldwell Banker Global Luxury Michael Altneu, and real estate superstar Jade Mills to provide insights on the overall consumer sentiment in the luxury real estate market, aligning the data with market observations. Additionally, they positioned a prominent leader from Central America to discuss international home-buying trends.

Amplifying Reach and Impact 

The luxury survey and 2022 Trend Report collectively garnered over 70+ national and local media placements in esteemed outlets, including Yahoo!, Forbes, Business Insider and Barron’s. Additionally, it garnered notable attention in real estate and luxury publications, including six placements in the Orlando Business Journal, four placements in Mansion Global, three hits in Luxury Daily, and placements in Robb Report, RISMedia, and Inman, totaling a remarkable 1.15 billion impressions. The success continued into 2023, with the Coldwell Banker PR team securing ongoing media opportunities and interviews with key leaders to discuss the report’s critical findings.

“We’re thrilled by the platinum status at the 2023 MarCom Awards. It reflects our team’s dedication and strategic approach in crafting our 2022 Trend Report and survey. This recognition inspires us to keep delivering impactful narratives that resonate globally,” said Michael Altneu, vice president of Coldwell Banker Global Luxury.

The complete list of 2023 Marcom Award Winners can be found here.

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.

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