NATIONAL BROADCAST
NATIONAL PRINT
TRADE SHOW
SOCIAL MEDIA
National Association of Realtors
For over 100 years, NAR has been the voice for real estate. With the mortgage interest deduction under attack, NAR launched a campaign to rally consumers and Realtors to speak up about the value of homeownership. The consumer campaign consisted of National TV, radio, Pandora and digital media. To reach Realtors, who are the connection to the consumer, a B2B campaign consisting of ads in Realtor Magazine, HTML email blasts and a Facebook page where consumers and Realtors could find tools and information about home ownership. We also developed an advocacy feature where followers could send direct communication to their Congressmen regarding issues affecting homeownership. The campaign was pre-launched at the National Association of Realtors' annual expo and convention where the active and influential Realtors attend. At the booth, Realtors who filled out a sticker from the Show Daily belly band and stuck it on the board were entered into a drawing for prizes including iPads and a flat panel TV. Computers were available at the booth for Realtors to "Like" the Home Ownership Matters page on the spot. Almost 5,000 likes were gathered over the course of the 3-day Expo!
INTEGRATED CAMPAIGN
Silver Davey Award TV