NEW YORK A new campaign for Century 21 Fine Homes & Estates from Lowe Worldwide aims to inspire a broader audience to move upmarket.
A color print ad by the New York agency shows a Century 21 Fine Homes & Estates sign hanging from an Ionic column. Accompanying text reads, "There is a difference between a home and a home of distinction." No tagline was created for the ad, but the Century 21 System recently unveiled five new commercials that close with "Real estate for your world."
The ad will run in the April and May issues of upscale national magazines like Architectural Digest and Sunset as well as regional periodicals in Chicago, San Francisco and San Diego. The ad broke in the March issue of Metropolitan Home. In years past, ads for the real estate company's luxury home division ran primarily in The Wall Street Journal.
"Our new strategy focuses our resources on those markets where the Century 21 System recorded most of its sales," said John Greenleaf, senior vice president of marketing for the Century 21 Real Estate Corp. More than 70 percent of homes worth more than $500,000 and listed with the Parsippany, N.J.-based client were sold in the Boston, Chicago, Los Angeles, New York, San Diego and San Francisco markets, he said.
Billings were undisclosed, but Century 21 Fine Homes & Estates spent only $82,000 on ads last year, according to CMR. The company said it has increased ad spending for the division by 50 percent in 2003.