Montreal real estate board retains LXB
By Adnews Staff
The Greater Montreal Real Estate Board has hired LXB Communication-marketing to handle its communication campaigns. The agency won the account in a competitive selection process that involved one other unidentified firm. "Even though the two agencies displayed great professionalism, LXB's proposition shone through," said Michel Beauséjour, CEO of the board. "Their understanding of the challenges facing the board and the role of a real estate agent in a transaction, their media strategy and their creative approach convinced us that their proposition was the one that we needed." A new campaign for the board will break this fall. It will consist of television, radio and print advertising aimed at the general public, plus various forms of communication aimed at the board's members. The consumer campaign will portray members of the board as experts in the field of real estate and seek to illustrate the range of specialized tasks a real estate agent can perform. The internal communications will seek to foster a sense of pride in being a board member, as well as to convey the value of membership to real estate agents who are not members.