Coldwell Banker Real Estate Corp. has launched one of its largest national print advertising campaigns to promote its luxury-home marketing division, Coldwell Banker Previews International.
Full-color advertisements will appear in August in upscale magazines including Travel and Leisure, Vanity Fair, Departures, Food & Wine, Bon Appetit, Forbes, Fortune, Architectural Digest, Gourmet, Town & Country, House & Garden and Wine Spectator.
The company plans to enhance its position in the luxury home segment with the print campaign. In 2003, Coldwell Banker affiliates sold a record 13,816 luxury homes priced more than $1 million, according to the company. In addition, Coldwell Banker luxury home sales volume surged 23 percent to $23.3 billion last year.
The Coldwell Banker Previews International advertisement features an antique golden lion’s head doorknocker, which represents the social status of a million-dollar-and-up homeowner, mounted on a heavy, dark, wooden door. The headline reads, “We handle an average of 60 million dollars in luxury home sales every day. Let us open doors for you.”
“We wanted to find an emblem that was associated with luxury home ownership and not overused in today’s marketplace,” said Sharon Delaney, Coldwell Banker Real Estate Corp. vice president for Previews International and Special Markets. “The doorknocker, representative of Old World luxury, was the perfect fit.”
The luxury print campaign, which complements existing national TV and radio advertising efforts for Coldwell Banker, will continue through December 2004.
Kaplan Thaler Group of New York is the advertising agency of record for Coldwell Banker.
Coldwell Banker Real Estate Corp. is a subsidiary of Cendant Corp.
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