Century 21 Real Estate LLC, the franchisor of one of the the world’s largest real estate sales organizations, has announced that it will air commercials showcasing their CENTURY 21® Agents: Smarter. Bolder. Faster.SM campaign during the 2012 Summer Olympics.
The opening ceremony of the London 2012 Olympics takes place on July 27, and the games will play out over the ensuing two weeks. The CENTURY 21 brand will be visible throughout, with more than 100 commercial placements during the NBC Sports Network MSNBC Olympic broadcasts. The total U.S. audience viewership for the Olympics is expected to exceed 200 million viewers, according to AdWeek.
“Earlier this year we showcased the capabilities of our real estate professionals on the largest single-day sports event in the U.S. with our first-ever Super Bowl commercial,” said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC. “Now our commercials will air throughout the next two weeks during what we expect will be the most-viewed games in television history.”
According to nielsenwire, the 2008 Summer Games in Beijing ranked as the most-viewed television event in history to date, with a total audience of 211 million and an average daily audience of 27 million people in the United States alone.
In addition to advertising during the Olympics, CENTURY 21 also is the official real estate company of U.S. Soccer. To leverage this sponsorship the brand has created programs to help CENTURY 21 agents and brokers bring the sponsorship to life at a local level through various local activation ideas such as:
• hosting gold medal viewing parties at their offices
• providing contributions and equipment to local soccer leagues
• resurfacing a local soccer field
• sponsoring local youth teams and leagues
“Participants in the campaign have the opportunity to showcase their local execution of the CENTURY 21 U.S. Soccer sponsorship in their communities through a video competition,” says Thorne. “Through this contest, those CENTURY 21 offices that are making a real difference on soccer fields around the country will have an opportunity to win an appearance by a current U.S. Soccer player or U.S. Soccer legend.”
CENTURY 21 Real Estate continues to maintain a leadership position in brand awareness for the 11th consecutive year. In a study conducted by Millward Brown, a leading global market research organization, the CENTURY 21 brand achieved 95 percent name recognition among consumers.
For more information, visit www.CENTURY21.com.
