Realtor Targets Metro New York Commuters

NEW YORK Foxtons North America, the real estate company formerly called YHD Foxtons, launches a $12 million print, outdoor and radio campaign today directed at New York-area commuters during their morning and evening travel hours.

Commuters from Westchester, Long Island, Connecticut and New Jersey will see ads that tout the company as “The new household name in real estate” in newspapers like The New York Times, Newsday, The Journal-News and Bergen Record. Radio spots will play on drive-time radio programs, and print messages will appear in subways and commuter trains and on billboards.

The campaign, created by DeVito Fitterman Advertising in New York, comes after the company merged with London-based brokerage Foxtons in an effort to forge a single global brand, said Glenn Cohen, founder and CEO of the North American office. The company promotes charging 2 percent commissions to home sellers.

“We’re after commuters because it’s one of the most effective ways to reach the general population,” Cohen said. Commuters generally own their own homes, or are on their way to owning a home, he said.

Viacom Plus, the cross-platform sales and marketing unit of Viacom Inc., planned and bought the campaign’s media. Radio spots will air on 15 area stations, most of them owned by Viacom, Cohen said.