Guiding You Home
Oct 17, 2023
When the Coldwell Banker® brand launched its new TV ad, which told the story of how Coldwell Banker has been “guiding you home since 1906,” it led to several creative opportunities for The Studio.
When the Coldwell Banker® brand launched its new TV ad, which told the story of how Coldwell Banker has been “guiding you home since 1906,” it led to several creative opportunities for The Studio.
The Coldwell Banker Realty brokerage requested a print ad campaign to complement the TV ad with similar messaging to run in its local print advertisements. Starting with the tagline as inspiration, we asked ourselves, “where does the home consumer want to be guided to, and why there?”
Because the initial request was for Boston, we chose locations that only Bostonians would know that are dearly loved and sought-after by home buyers. Every ad featured local imagery that would resonate with both buyers and sellers. Copy began with “Guiding you to the place…”and was finished with an example of a local spot that would appeal to the audience: …where the ballpark is your own back yard, … where the T is just two blocks away, … where’s it’s smooth sailing on the Charles.
As a result of the work done by The Studio team, the campaign ran in 49 different print publications, reaching 19.4 million readers. Having a creative and compelling campaign available, which can easily be localized, makes it easier to react quickly to local requests. We’re also able to keep messaging and branding consistent, which has helped save the client’s budget for other projects.
