Century 21 has launched the largest marketing campaign in its history, running across the country, to mark the network’s massive global rebrand.
The bold campaign has already reached two million Australians, showing off not only the new branding but also the new vision and message. Offices across the country are being redesigned to match the new image.
Century 21 Chairman and Owner Charles Tarbey said that the initial reaction to the campaign had been positive, and he expected that the buzz around the new brand would only build as the business moves deeper into the campaign.
“The new multi-channel campaign is reaching thousands of potential buyers and sellers of real estate each day,” said Charles Tarbey.
“While the campaign aims to drive traffic to our offices across Australia, it is also designed to powerfully reposition the C21 brand to better reflect what the business stands for and to challenge consumers to expect more from us.
“We have already begun to see heightened levels of interest in the network at a strategic time as we lead into spring,” said Mr Tarbey.
The campaign comes off the back of the Century 21’s global parent unveiling an international rebranding campaign at its recent Masters event in Orlando, Florida. Global President and CEO Nick Bailey was on hand to welcome this colossal change of the logo, which features a refreshed colour palette that stays true to its iconic gold and black scheme while embracing a new, modern look and shortened brand name.
The company has already received global recognition for its recent brand reinvention by winning the Most Innovative Marketing Campaign at the Inman Innovator Awards in the United States.
“So far the results from the campaign have been very pleasing and we expect that this substantial marketing investment will benefit our network for years to come,” said Mr Tarbey.
The rebranding strategy is taking place across the 80 countries where Century 21 operates, marking one of the most momentous events in the business’ nearly fifty years of global operations.