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Coldwell Banker Real Estate Unveils New "We Believe" TV Ad, Building on Successful "Value of the Home" Campaign(February 05, 2013)
PARSIPPANY, NJ -- (Marketwire) -- 02/05/13 -- Today, Coldwell Banker Real Estate is unveiling its new national television commercial, "We Believe," which continues the brand's successful "Value of a Home" advertising campaign from last spring. The first installment of the new Coldwell Banker® commercial will debut February 10 on the 55th annual GRAMMY® Awards. The TV spot features a narration by Emmy and Golden Globe recipient Tom Selleck, in addition to the song "Home" by American Idol Season 11 Winner Phillip Phillips. The new commercial spots are part of the brand's 2013 "Blue Carpet" media buy strategy, which is focusing on top award shows and high-profile television events throughout the year.
The Coldwell Banker commercial illustrates the "magical" moments and memories built in a home, from "building forts from the sofa cushions" to "Friday-night sleepovers and Sunday morning sleep-ins." The powerful theme, "We Believe," reinforces the deeper, intrinsic value of a home beyond financial considerations. These sincere moments come to life with the trusted voiceover from Selleck, the iconic actor and current star of the CBS series "Blue Bloods," -- whose late father was an executive with Coldwell Banker Real Estate -- and the appropriately named Top 10 Billboard hit song, "Home," from American Idol singer Phillips. The spot closes with an important statement that demonstrates the real estate brand's legacy and commitment to home buyers and sellers: "Coldwell Banker, fulfilling dreams for over 100 years."
"We truly do believe in the importance of home," said Michael Fischer, chief operating officer, Coldwell Banker Real Estate LLC. "It's not just about buying and selling homes; it's about helping people establish their lives. With this new campaign, we wanted to reinforce and reignite the message of home ownership through a series of shared and insightful moments that make up the very essence of a home."
The new spots will also appear during the 85th annual Oscars® (February 24) and the 65th annual Emmy® Awards (September 22), with exclusive People.com video and social integrations pre-, during- and post-shows and media buys on Live from the Red Carpet, Fashion Police and E! After Party for each event.
The Coldwell Banker television advertising campaign will continue during NBC's primetime holiday events this year, including Macy's 4th of July Fireworks Spectacular, Macy's Thanksgiving Day Parade, Christmas in Rockefeller Center and New Year's Eve with Carson Daly. Coldwell Banker also will continue to sponsor LXTV's Open House, NBC's George to the Rescue, and ESPN's Baseball Tonight.
The "We Believe" campaign and television spots were conceived by Siltanen & Partners, the national advertising agency for Coldwell Banker. They were directed by Carolyn Chen, under the direction of Executive Creative Director, Rob Siltanen.
To view the new "We Believe" Coldwell Banker® commercial, please visit the Coldwell Banker YouTube channel, On Location, and follow more highlights via Twitter (#CBbelieves). Other updates about the brand can be found on Facebook and Twitter (@ColdwellBanker).
About Coldwell Banker®
Since 1906, the Coldwell Banker® organization has been a premier provider of full-service residential and commercial real estate. Coldwell Banker is the oldest national real estate brand in the United States and today has a network of approximately 83,000 sales agents working in approximately 3,100 offices in 50 countries and territories. The Coldwell Banker brand is known for creating innovative consumer services as recently seen by being the first national real estate brand to create an iPad application and the first to fully harness the power of video in real estate listings, news and information through its Coldwell Banker On Location(SM) YouTube channel. The Coldwell Banker system is a leader in specialty markets such as resort, new homes and luxury properties through its Coldwell Banker Previews International® marketing program. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated. Coldwell Banker is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.
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