Coldwell Banker Real Estate LLC has been recognized as a 2013 Gold SABRE finalist in the Issues Management category for its 2012 “Value of a Home” national public relations campaign that set out to showcase the emotional and lifestyle benefits of homeownership, the company has announced. The program included elements such as creating a heartwarming (and humorous) real-life video about “kids’ take on real estate,” partnering with well-known psychologist Dr. Robi Ludwig to analyze deeper consumer survey findings on the psychology of homebuying, and addressing the media skepticism found with homeownership and the American Dream through extensive media relations efforts.
The Coldwell Banker public relations program was executed by agency-of-record CooperKatz & Company, and built on the “Value of a Home” television advertising campaign created by Siltanen & Partners, which utilized a series of vignettes to illustrate the intangible joys of homeownership.
“The recession forced many people to focus primarily on the financial aspects of homeownership,” said Michael Fischer, chief operating officer of Coldwell Banker Real Estate LLC. “We felt that it was important, as a brand, to re-focus the discussion on the American Dream of homeownership and the many lifestyle reasons people buy and sell homes. We greatly value the role public relations plays in accentuating our brand messages, and recognize the important collaboration that remains critical among our strategic partners.”
With finalists selected from more than 1,800 entries across North America, The SABRE Awards, or Superior Achievement in Branding and Reputation, serves as a leading industry gold standard of excellence in content creation within the public relations industry. Created by The Holmes Report, this industry event recognizes campaigns that demonstrate the highest levels of strategic planning, creativity and business results produced by public relations firms and public relations departments. The SABRE Awards are judged by some of the most senior professionals in public relations, corporate communications and academia.
The winners will be announced at the annual Americas region SABRE awards dinner, which will be held on May 7 at Cipriani 42nd Street in midtown Manhattan.
For more information visit ColdwellBanker.com.
