New Ads, Sponsorships Spotlight Affiliated Agents during Iconic Events
Century 21 Real Estate, the iconic brand and franchisor with the largest global network in the residential real estate industry including approximately 6,900 independent offices worldwide, has revealed the details of its new marketing campaign, which includes the release of two new television spots, “The Chase” and “Mom’s Basement,” and three major sponsorships with U.S. Soccer, CFH Racing and IndyCar Series driver Josef Newgarden, and USA Bobsled & Skeleton.
“Our value proposition is clear,” said Rick Davidson, president and chief executive officer of Century 21 Real Estate LLC. “We are proud to put our affiliated agents front and centre in our national marketing and advertising efforts. This marketing campaign will keep them top-of-mind with home buyers and sellers throughout the year.”
The two new television spots build on the success of the brand’s existing SMARTER. BOLDER. FASTER. efforts, which position its agents as the best in the business. In “The Chase,” an agent races against the clock to deliver a message before his clients board their flight, while “Mom’s Basement” features an agent tasked with finding the perfect bachelor pad for a man who might prefer to stay in his mum’s basement just a little longer. Both spots use a humorous bit of misdirection while also highlighting the fact that Century 21 affiliated agents will go to any lengths to help clients find their dream home.
The new ads will appear on a variety of major cable and network platform events in the U.S. including:
- Throughout the NCAA College Basketball Tournament airing on CBS, TBD, TNT and truTV, including spots during each Final Four game
- 2015 Women’s Soccer World Cup airing on FOX and FOX Sports 1
- 2015 U.S. Men’s and Women’s National Soccer Team matches airing on ESPN, ESPN2, FOX and FOX Sports 1
- Latin Grammy’s airing on Univision
- National Spelling Bee airing on ESPN and ESPN2
- Little League World Series, including spots during the International, U.S and World Championship games airing on ABC, ESPN and ESPN2
In addition to the new TV ads, the Century 21 brand will be shining a spotlight on its affiliated agents through uniquely targeted sponsorships, including a second season with CFH Racing and IndyCar Series driver Josef Newgarden.
Newgarden’s Dallara/Chevrolet/Firestone car will forgo its traditional No. 67 in favour of No. 21, the real estate brand’s signature number. Plus, the car will be wrapped in the iconic Century 21 black and gold colours for the “Greatest Spectacle in Racing.” The world’s largest single-day annual sporting event, the Indianapolis 500 will take place on 24 May and be broadcast on ABC.
“I am very excited to be piloting the Century 21 car in the Indianapolis 500 this year,” Josef Newgarden said. “It was fantastic to work with their team in 2013 and we are looking forward to being with them again, starting at the Grand Prix of Indianapolis this May. The ’21’ car will once again be a fan favourite and is certainly one of mine. We are ready to have a great finish for everyone at Century 21.”
After the brand races through spring, Century 21 Real Estate will kick off the summer by renewing its sponsorship as the official real estate company of U.S. Soccer, which includes the U.S. Women’s, Men’s and Youth national teams through February, 2016. With commercials airing during U.S. Soccer matches including the Women’s World Cup, which begins in June, the partnership will put the international brand’s 100,000 affiliated agents located throughout 78 countries and territories, in front of hundreds of millions of fans around the globe.
“Century 21 has been a great partner since 2012,” said U.S. Soccer President Sunil Gulati. “We are looking forward to continuing our relationship with the most recognised brand in real estate during an important and exciting year for our Men’s, Women’s and Youth National Teams.”
Earlier this year, Century 21 Real Estate also announced that it will remain the official real estate company of USA Bobsled & Skeleton for the second consecutive year. The sponsorship includes a dedicated sled wrapped in black and gold featuring the Century 21 logo. In addition, the company’s logo will receive placement on all national team sleds and team jackets.
