"1 of 1" Positions the Brand as Curators of
The Unique; Connecting the World's Most Distinctive Homes with the
Most Extraordinary Lifestyles
NEW
YORK, Sept. 10, 2024 /PRNewswire/
-- Sotheby's International Realty today announced the
launch of its new brand advertising campaign – "1 of 1." The
campaign celebrates the unique features of each home Sotheby's
International Realty represents and positions its real estate
advisors as "curators of the unique," who match the world's most
characterful homes with buyers who appreciate their potential.
By adopting the notion of "1 of 1," which typically refers to
something one-of-a-kind, Sotheby's International Realty
showcases homes for a new era of luxury. This approach is defined
by the company's keen eye for a home's special attributes and the
unique experiences and lifestyles they offer. This campaign builds
on the brand's strategy to connect with an emerging affluent
generation of buyers that values individualism and
self-expression.
"In an era where luxury is defined by unique experiences and
lifestyles, Sotheby's International Realty stands as the
authority," said Brad Nelson, chief
marketing officer for Sotheby's International Realty. "Our '1 of 1'
campaign encapsulates our philosophy that each home is original and
offers a distinct way of living. Our clients view their living
space as the ultimate form of self-expression. We're not just
selling homes, each property we represent is a gateway to an
extraordinary, one-of-a-kind lifestyle."
The creative inspiration for the campaign draws on the
curatorial nature of the brand's heritage with Sotheby's auction
house and its own global network by framing homes inspired by
global windows of the world. The "1 of 1" campaign was developed by
creative transformation company, venturethree.
"We want people to feel they are joining forces with an iconic
brand, one that has a lifestyle of its own and is also closely
aligned to their individual values. We're aiming to capture a new
world of luxury for an emerging luxury audience, for whom the feel
of the experience is as important as the level of service. We've
kept the campaign authentic to the very special DNA
of Sotheby's International Realty, while also making it modern
and aspirational," said Philip Orwell, chief executive officer for
venturethree.
The new campaign has been transcreated into several
languages allowing flexibility for the campaign to be localized by
each of the brand's more than 1,100 offices in 83 countries. "1 of
1" will consist of a seven-figure advertising media spend and will
be featured across a global portfolio of media partners spanning
video, digital, social and print. The campaign will be advertised
with The New York Times, The Wall
Street Journal, Dwell, Architectural Digest, Nikkei, Google, as
well as key social channels such as Facebook, and Instagram, and
more.
"Taking advantage of the magnetic ability of luxury homes to
engage people across different platforms, the new campaign was
created to be innately social, bringing out the uniqueness of each
property and positioning Sotheby's International Realty as the
global leader in luxury real estate," said Jodie Mclean, venturethree's head of
partnerships US.
To learn more about Sotheby's International Realty, visit
www.sothebysrealty.com.
Sotheby's International Realty
Sotheby's International Realty was founded in 1976 as a real
estate service for discerning clients of Sotheby's auction
house. Today, the company's global footprint spans more than 1,100
offices located in 83 countries and territories worldwide,
including 48 company-owned brokerage offices in key metropolitan
and resort markets. In February 2004,
Anywhere Real Estate Inc. entered a long-term strategic alliance
with Sotheby's, the operator of the auction house. The agreement
provided for the licensing of the Sotheby's International Realty
name and the development of a franchise system. The franchise
system is comprised of an affiliate network, where each office is
independently owned and operated. Sotheby's International Realty
supports its affiliates and agents with a host of operational,
marketing, recruiting, educational and business development
resources. Affiliates and agents also benefit from an association
with the venerable Sotheby's auction house, established in 1744.
For more information, visit www.sothebysrealty.com.
The affiliate network is operated by Sotheby's
International Realty Affiliates LLC, and the company owned
brokerages are operated by Sotheby's International Realty, Inc.
Both entities are subsidiaries of Anywhere Real Estate Inc. (NYSE:
HOUS) a global leader in real estate franchising and provider of
real estate brokerage, relocation and settlement services. Both
Sotheby's International Realty Affiliates LLC and Sotheby's
International Realty, Inc. fully support the principles of the Fair
Housing Act and the Equal Opportunity Act.
venturethree
venturethree is a global creative transformation company,
imagining new futures and making them real. Operating from
London and New York, for 25 years they have been
strategic and creative partners to ambitious leaders in many
different industries worldwide.
Rachel Colletta
Senior Manager, Public Relations and Communications
Sotheby's International Realty
212-606-4134
rachel.colletta@sothebys.realty
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SOURCE Sotheby's International Realty