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Re/Max breaks new campaign

Real estate company Re/Max has begun a new phase of its ongoing advertising campaign, “The Sign of a Re/Max Agent.” The North American campaign is intended to highlight the advantages of the company’s real estate agents and its technology. The two-part campaign, developed by Camp & King, consists of 15- and 30-second ads depicting various situations involving home buyers and sellers. Each one depicts the situation being handled by a Re/Max agent. They feature the copy, “The Experience. The Tools. The Know-How. That’s the Sign of a Re/Max agent.” These ads will be accompanied by social media videos using the tagline, “Don’t Worry, We’ve Done This a Million Times.” Individual real estate agents will also be able to create customized versions of these ads for local use. Out-of-home advertising will also be used. Media buying for Ontario and Atlantic Canada will be handled by UM. This is the fourth year of the campaign.

“It’s a softer approach from what we’ve done in the past,” said Anthony Volpini, North American director of marketing at Re/Max Integra. “We’re looking beyond the transaction and touching all those other value-adds that Re/Max agents bring to the table. Re/Max constantly aims to innovate our approach in showcasing the value of using a real estate agent. By arming our agents with the tools to actually create their own marketing campaigns, we are living up to our motto that great things happen when you combine the right tools, technology and experience.”

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