The marketing campaign positions every luxurious residence bought below the Sotheby’s Worldwide Realty banner as one-of-a-kind and the brokers who symbolize these properties as “curators of the unique,” the agency advised Inman.
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Sotheby’s Worldwide Realty has launched a brand new model advert marketing campaign that highlights and celebrates every luxurious property as a singular asset, the agency knowledgeable Inman.
Dubbed “1 of 1,” the marketing campaign positions every luxurious residence bought below the Sotheby’s Worldwide Realty banner as one-of-a-kind, and the brokers who symbolize these properties as “curators of the unique,” the agency mentioned in a press launch. The marketing campaign additionally works in live performance with the agency’s efforts to attach with youthful, prosperous consumers, significantly the rising class of millennial luxurious consumers, who worth self-expression and individuality.
The announcement was made in tandem with the model’s 2024 International Networking Occasion, which takes place Sept. 8-10 in Nashville, Tennessee.
“When we look at the buyers that are coming into the luxury segment of the market, they’re increasingly from the millennial generation,” Brad Nelson, chief advertising officer for Sotheby’s Worldwide Realty, advised Inman.
Bradley Nelson | Sotheby’s Worldwide Realty
“So we really wanted to start by taking a look at what does that generation of buyers, broadly speaking, value? We found that millennials … really look at their home as their ultimate self-expression. They can find themselves attracted to a property’s history, it might be a unique feature the property offers, it might be where the property is located and kind of the springboard to a particular lifestyle it offers, but everyone is looking for something that makes a property unique.”
The marketing campaign was impressed by the model’s relationship with the Sotheby’s public sale home and its international community by framing houses in advertisements as if they’re being seen by way of home windows designed the world over. Nelson mentioned that the marketing campaign, which was developed by inventive transformation firm venturethree, was additionally impressed by the work of different luxurious manufacturers.
“Sotheby’s International Realty is one of the more storied luxury real estate brands, and I would argue, storied brands in the real estate category,” Nelson mentioned. “So we were really inspired by some other brands in the luxury space, particularly Burberry, that leaned into what was their heritage, but not being afraid to reinvent that identity. So the art direction feels very fresh, very current, very modern and from a visual perspective, that is quite exciting to us.”
Philip Orwell | venturethree
“1 of 1” has been transcreated into a number of completely different languages in order that it may be tailor-made throughout the Sotheby’s Worldwide Realty community, which spans greater than 1,100 places of work in 83 nations. The marketing campaign features a seven-figure promoting media spend and shall be featured throughout quite a lot of media companions internationally by way of video, digital, social and print channels. It is going to be marketed in The New York Instances, The Wall Avenue Journal, Dwell, Architectural Digest, Nikkei, Google and high social media shops like Fb and Instagram.
“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,” Philip Orwell, CEO for venturethree, mentioned in an announcement. “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.”
Jodie McLean | venturethree
Added Jodie McLean, venturethree’s head of partnerships within the U.S., “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.”
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