The campaign – which features digital, print and out-of-home advertising as well as an experiential component – builds on and localizes the biggest and boldest national ad campaign in realtor.com®'s history, which broke earlier this week. The New York campaign communicates realtor.com®'s growing presence in the city and ties in the national campaign's tagline – "real estate in real time".
"The localized campaign introduces the new realtor.com® New York experience, which provides buyers, sellers and renters of homes with the competitive edge they need to navigate the complex New York market," said Ryan O'Hara, chief executive officer of Move. "The campaign is consistent with the rhythm and energy of New York City and extends our overarching message that realtor.com® represents what is 'real' in real estate by delivering the most accurate listings and arming consumers with the data, tools and professional expertise they need to find their perfect home."
Sample campaign headlines include:
Recently acquired by News Corp, which is headquartered in New York City, Move has made significant strides to increase realtor.com®'s presence in the New York market. The search experience on realtor.com® has been localized for the New York market to accommodate local inventory nuances and search patterns. In March, realtor.com® also announced agreements with a number of top local brokerage firms and software platforms to bolster listing inventory and freshness on the realtor.com® web and mobile platforms.
Realtor.com®'s New York campaign, which runs through the end of June, was created by Pereira & O'Dell New York, the company's advertising agency, under the direction of Andrew Strickman, Move's head of brand and chief creative.