Canadian Real Estate Association conducts Real-Tea campaign
The Canadian Real Estate Association has begun a campaign called "Real-Tea" intended to highlight the value of using a professional realtor when buying or selling a home. Developed by Union of Toronto, the campaign features an online store at <http://www.real-tea.ca> at which consumers can order free samples of six blends of tea with names such as Negotiation Nerve-Ana and Paperwork Wrangler. The teas were designed in association with Pluck Tea and are presented as a way for consumers to ease the stress of buying or selling a home on their own.
The initiative also includes a series of 10-second online videos running on Facebook and YouTube, as well as a native advertising component. In Toronto, the organization operated a one-day temporary retail location on Oct. 26 that distributed samples of tea.
"Real-Tea is an extension to this year's campaign and a follow-up to the national TV campaign," said Lance Martin, executive creative director at Union. "It builds on the clear benefits of using a professional, but this time we took the idea a step further by providing temporary support to those going it alone."