PARSIPPANY, N.J. (May 6, 2013) – Coldwell Banker Real Estate LLC has been recognized as a 2013 Gold SABRE finalist in the Issues Management category for its 2012 “Value of a Home” national public relations campaign that set out to showcase the emotional and lifestyle benefits of homeownership. The program included elements such as creating a heartwarming (and humorous) real-life video about “kids’ take on real estate,” partnering with well-known psychologist Dr. Robi Ludwig to analyze deeper consumer survey findings on the psychology of homebuying, and addressing the media skepticism found with homeownership and the American Dream through extensive media relations efforts.
The Coldwell Banker public relations program was executed by agency-of-record CooperKatz & Company, and built on the “Value of a Home” television advertising campaign created by Siltanen & Partners, which utilized a series of vignettes to illustrate the intangible joys of homeownership.
“The recession forced many people to focus primarily on the financial aspects of homeownership,” said Michael Fischer, chief operating officer of Coldwell Banker Real Estate LLC. “We felt that it was important, as a brand, to re-focus the discussion on the American Dream of homeownership and the many lifestyle reasons people buy and sell homes. We greatly value the role public relations plays in accentuating our brand messages, and recognize the important collaboration that remains critical among our strategic partners.”
With finalists selected from more than 1,800 entries across North America, The SABRE Awards, or Superior Achievement in Branding and Reputation, serves as a leading industry gold standard of excellence in content creation within the public relations industry. Created by The Holmes Report, this industry event recognizes campaigns that demonstrate the highest levels of strategic planning, creativity and business results produced by public relations firms and public relations departments. The SABRE Awards are judged by some of the most senior professionals in public relations, corporate communications and academia.
The winners will be announced at the annual Americas region SABRE awards dinner, which will be held on May 7 at Cipriani 42nd Street in midtown Manhattan.
About Coldwell Banker®
About Coldwell Banker®
Since 1906, the Coldwell Banker® organization has been a premier provider of full-service residential and commercial real estate. Coldwell Banker® is the oldest national real estate brand in the United States and today has a network of more than 82,000 sales agents working in approximately 3,100 offices in 51 countries and territories. The Coldwell Banker brand is known for creating innovative consumer services as recently seen by being the first national real estate brand to create an iPad application and the first to fully harness the power of video in real estate listings, news and information through its Coldwell Banker On LocationSM YouTube channel. The Coldwell Banker system is a leader in specialty markets such as resort, new homes and luxury properties through its Coldwell Banker Previews International® marketing program. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated. Coldwell Banker is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.