Quarterly: Spring 2004 - GWCAR - Greater Washington Commercial Association of REALTORS

CBQ >> Spring 2004 Issue

Branding Ad Campaign Enters Seventh Year

The National Association of REALTORS^® (NAR) Public Awareness Campaign, "Ask if your agent is a REALTOR^®, a member of the National Association of REALTORS^®," is being prominently featured on both television and radio.

Since launching February 9, the REALTOR^® message can be heard nationwide on such popular network radio fare as ABC, CBS and Premiere Radio Networks, MarketWatch, Dow Jones Money Report, Wall Street Journal Radio Network and Morning Edition and All Things Considered on National Public Radio.

In 2004, NAR takes its successful Public Awareness Campaign to bat on sports radio. The campaign will sponsor ESPN Radio's coverage of Major League Baseball. Spots will air two times per week on ESPN Radio's Sunday night Game of the Week, as well as ESPN Radio's Baseball Today on Saturdays. Activity will continue throughout the playoff season, culminating in The World Series.

Then for 17 days in August, NAR will sponsor Westwood One Radio's live coverage of the 2004 Summer Olympic games in Athens, Greece.

From August 13-29, the REALTOR^® message will be marketplace with a Spanish-language Hispanic Network Radio buy.

The Public Awareness Campaign television spots began running on March 8. Commercials will appear more often than last year on NBC's Today, ABC's Good Morning America and NBC's Evening News. Spots will continue to air on NBC's Saturday Today and CBS' Sunday Morning News and during late-night programming, such as ABC's Nightline, CBS' Late Show with David Letterman and NBC's Tonight Show.

On cable, look for the ads on A&E, Discovery, The Food Network, HGTV, TLC, and The History Channel, among others.

A special campaign commemorating NAR's Million Member Milestone launched nationally April 19. High profile, influential media placements have specifically been designated to inform consumers, opinion leaders and policy makers of the strength of the organization. The Million Member campaign will be featured on television and radio, on such notable outlets as NBC's Meet the Press, CBS' Face the Nation, ABC's This Week, FOX News, CNN, CNBC, MSNBC and leading news & political radio networks.

All in all, the Public Awareness Campaign, including the Million Member Campaign, will be seen and heard for a full nine months, with more than 5,400 spots scheduled in television and radio.

In addition to the national television and radio commercials, the campaign also includes print advertisements that state and local REALTOR^® associations can customize for use in their own markets.

You may find more details and advertisement materials for you to use at www.realtor.org.