For release:
April 7, 2014

California REALTOR® ad campaign spotlights ripple effect of real estate; Homeownership has powerful impact on economy

LOS ANGELES (April 7) – "What starts with one California REALTOR® benefits all of California." That’s the underlying sentiment of the CALIFORNIA ASSOCIATION OF REALTORS®’ (C.A.R.) integrated consumer ad campaign, launching today on NBC stations in Los Angeles, San Diego, San Francisco, and Sacramento, as well as radio, print, and online.

Now in its second year, the "Ripple" campaign connects the dots between REALTORS® and the California economy, illustrating how a Champion of Home can help consumers close on their dreams and, together, benefit the entire state.

While highlighting the intrinsic value of REALTORS® as Champions of Home, "Ripple" goes beyond the story of the individual REALTOR® and focuses on the powerful positive economic impact that REALTORS®, buyers, and sellers are making throughout California.

C.A.R.’s consumer ad campaign will be supported on several high profile media properties. Through a deal with the NBC Owned Television Stations division of NBCUniversal, ads will run on NBC stations in Los Angeles, Sacramento, San Francisco, and San Diego, including airtime during some of the network’s most popular shows. The campaign also includes Clear Channel Radio, a partnership with HGTV, digital buys on REALTOR.com, mobile ads, and consumer-focused social engagement on platforms including Pinterest and Instagram.

View the first ad.
View the second ad.

The campaign was created by indie Philadelphia-based agency, Red Tettemer O’Connell + Partners. Demonstrating the success of C.A.R.’s past consumer ad campaigns, a post-test survey of consumers conducted following the 2013 campaign found that the ads continue to build awareness and help consumers understand the importance of working with a REALTOR®. Additionally, buyers and sellers have an increasing appreciation of the work REALTORS® must do to help close real estate transactions.

This year’s consumer advertising campaign will continue to build on past successes by communicating directly with consumers about the added value and peace of mind they receive by working with a REALTOR® when buying or selling a home. For complete information about C.A.R.’s 2014 consumer advertising campaign, visit http://www.car.org/aboutus/adcampaign/ or visit the consumer ad site, which is rich with content and resources related to the home-buying and selling processes (http://www.championsofhome.com/).

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Leading the way in California real estate for more than 100 years, the CALIFORNIA ASSOCIATION OF REALTORS® (www.car.org) is one of the largest state trade organizations in the United States, with more than 165,000 members dedicated to the advancement of professionalism in real estate. C.A.R. is headquartered in Los Angeles.