The National Association of REALTORS® launched the fifth season of its multimillion-dollar Public Awareness Campaign today with six new television spots, six new radio spots, and a significantly enlarged media buy.
Sporting an updated theme--"Work with someone who'll work with you. We're Realtors. Real Estate is our Life."--the campaign is designed to appeal to the growing desire of many consumers to work in partnership with real estate professionals.
"Many consumers today want 'strategic control' in the transaction process. Our new ads this year depict agents and consumers working together as teams to achieve the best results," NAR President Martin Edwards Jr., said.
The 2002 campaign highlights the value Realtors bring to both residential and commercial transactions. One spot from last year, targeted to the for-sale-by-owner market, also will run this year. Additionally, three of the new television spots and three of the radio spots highlight Realtors as community builders.
"I'm especially proud of these new commercials because they show our members not only as effective professionals, but also as humanitarians, who genuinely care about building better communities where they live and work," Edwards said.
"In these times, I think it's especially appropriate to highlight volunteerism and the contributions Realtors are making in their townships, villages, cities and neighborhoods," he added.
This year's $20 million program is funded primarily by a $20-per-member special dues assessment, up from $15 the previous three years. For the first time, the spots are being seen this year on prime time programs like The West Wing, JAG, Dateline, 20/20, CSI, Who Wants to be a Millionaire? Law & Order, and Third Watch.
The television commercials are continuing to run on morning and evening news programs, as well as on late night shows, including Late Night with David Letterman, The Tonight Show with Jay Leno and Nightline. Additionally, the spots are running on cable television channels, such as The Learning Channel, Lifetime, A&E, The Discovery Channel, Food Network, and Animal Planet.
For radio coverage, the spots are running on networks such as Westwood One, Premiere, ABC, and National Public Radio. This year's media buy also includes time on XM Satellite Radio Network.
The new radio spots targeted at the commercial real estate market are appearing in business programming such as CBS MarketWatch, Lou Dobbs Financial Report, and The Wall Street Journal Radio Network.
In total, more than 4,200 television and radio spots will run this year, up from 4,100 last year. All are placed to hit the campaign's target audience of 25-54 year olds with household incomes of $50,000 or greater. The radio ads began on Feb. 11 and will run through Nov. 9. The television ads are running March 11-Sept. 14.--NAR