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RE/MAX TAKES BRAND STRATEGY HOME TO GET RESULTSCAPE TOWN, 9 March 2008 - RE/MAX of Southern Africa, the country’s largest estate agency group, is taking an out-of-the-box approach to its 2008 marketing and branding activities. The RE/MAX pay-off line “Outstanding Agents, Outstanding Results” will be given pointed emphasis by two initiatives which will run for the rest of the year. “The challenge was to find appropriate vehicles for brand exposure that would take RE/MAX out of the traditional estate agency stomping ground of the property pages and give the brand household exposure” says Jeanne Van Jaarsveldt, Marketing and Finance Director for the group. “We focused on ‘results’ and saw a linkage between performances on the sports field with RE/MAX’s performance in the property market – this was a great association.” RE/MAX has taken ownership of the scoring of 92 Vodacom Super 14 games on Supersport. “There will be match commentator wrap-ups and outstanding play moments during each televised match” says Van Jaarsveldt. On national radio stations, we are flighting Super 14 wrap-ups, and as a below-the-line complementary extension, we will produce a regional print results log.” For its second initiative, RE/MAX makes its debut on the country’s longest running soap opera, Egoli (M-Net), as part of its aggressive through-the-line drive. “Focusing on “outstanding agents”, our brand will now be part of Egoli story line as character Candy Smith, played by Michelle Beling, becomes a successful RE/MAX property broker. She will be the owner of a new RE/MAX franchise and there will be extensive product placement on the Egoli Cresta Mall set” says Van Jaarsveldt. “These marketing tie-ups will increase brand visibility, reputation and positioning for RE/MAX as the industry realty champion. Through this investment in broadcast media, we are looking to retain a consistent share of voice of between 33 and 35 per cent for the year.” “No real-estate firm has ever produced such a truly integrated above and below-the-line campaign where one single idea is relayed through so many channels,” says Van Jaarsveldt. Last year, RE/MAX became South Africa’s largest estate agency group by breaching the R20 billion sales benchmark. In the process, the company ‘millionaired’ 122 sales associates and broker/owners. In 2007, RE/MAX of Southern Africa helped 60 000 families find a new home. The company was also voted one of the country’s top 500 companies, and is number one in real-estate. |