Mars Served ERA Tennis Promo




Agency’s Relationship with Parent Company Leads to New Work
DETROIT–ERA Real Estate has tapped Mars Advertising, which has worked for its parent company Cendant Corp., for several projects including a national tennis promotion.
Mars was chosen to handle the promotional program that backs the realtor’s involvement with the 1999 ERA Real Estate Clay Court Championships, one of the U.S. Tennis Association’s top events. The event, which will be televised nationally by CBS Sports, features high-ranking male tennis players in singles and doubles competitions.
The Southfield, Mich.-based Mars is administering the event marketing program, which includes the design of brochures, entry forms, entry boxes, newspaper ads, radio ads and posters, said John Young, Mars’ senior vice president.
Christy, MacDougall, Mitchell in New York is ERA’s lead ad agency, while Grey Advertising, New York, handles media buying.
In support of the event, ERA is conducting a sweepstakes for consumers to win a trip for two to the tennis competition, which runs from April 19-25 in Orlando, Fla. ERA brokers and owners can also register to win prizes in a company-wide promotional program.
Consumers can enter the sweepstakes at any of the 1,800 ERA offices nationwide or online at www.ERA.com, said Young.
The ERA promotion has been well received by the realtor’s 28,000 brokers, Young said. “From an objective standpoint, (the realtor) wants to generate traffic for their ERA offices,” he said. “We’re hopeful that the promotion will do so.”
In addition to the trip, other sweepstake prizes include event jackets and other merchandise featuring the ERA logo.
Grey will place the media for the campaign and ERA brokers will place promotional ads in their local newspapers and display the brochure, entry form and posters in their offices. Sales associates will distribute the brochures to both potential and existing clients.
Discussions are under way regarding another promotion Mars is designing for ERA, which is planned for this fall, Sweeney said. He declined to give specifics.
Separately, Mars has been named agency of record by Co/Op Optical, a Michigan-based chain of retail optical centers. Mars will handle in-store promotional programs as well as statewide advertising and image campaign. Billings were not disclosed.