sign in sign up
<<
Home , Rogers Arena

FALL 2011 CAMPAIGN SUMMARY

Tune in and log on Monday, September 12th for RE/MAX of Western Canada’s Fall 2011 campaign debut! The Fall campaign will run across Western Canada on vehicles strategically chosen to reach people planning to buy or sell a home in the next year. Fresh custom-designed television and online creative will be showcased in over 60,000 ads this Fall. The Fall 2011 campaign delivers: • $4.1 million in value • 174 million impressions - Adults 25-64 • 247 million impressions - Adults 18+ FALL 2011 CREATIVE • Western Canadian-built television and online creative returns this Fall after a successful debut this Spring • The energetic and youthful creative appeals to consumers, and stands out from traditional advertisers • 2011’s featured tag line is “Outstanding Agents. Outstanding Results.®” • On television, frequency-building 5, 7 and 10-second sponsorship billboards lay the platform for the campaign, and are supported with 15- second spots. All spots drive traffic to remax.ca • Online leaderboards and big box ads drive traffic to remax-western.ca • Links to and from the Western Hockey League’s site, WHL.ca, provide a boost in traffic during hockey season FALL 2011 CREATIVE TELEVISION

ONLINE TELEVISION Highlights

• The television campaign runs September 12 – November 27 on local conventional stations in BC and , and across Western Canada on specialty channels • RE/MAX has a high frequency campaign in hot prime time shows including News, Glee, Amazing Race, American Idol, Grey’s Anatomy, NCIS, Survivor, and more • Translated spots reach ’s Chinese and South Asian communities in their home language on • Returning this fall is the Weather Network. It is the #1 ranked specialty channel for Adults 25-54 who are planning to sell or change their principal home in the next 12 months (source: PMB) • New! Food Network Canada is new to the buy this Fall, reaching a valuable audience of foodies who enjoy testing out new recipes in their homes TELEVISION Special Features Global WeatherLive and WeatherWatch Sponsorship • RE/MAX remains top of mind throughout the year, with on-screen logo placement and 7-second billboards running daily during weather reports on all local Global News programs in BC and Alberta

Real Estate Wednesdays on HGTV • 15-second spots and 10-second billboards run throughout prime programming on Real Estate Wednesdays, HGTV’s most watched night of the week • RE/MAX has prominent sponsor recognition in 30-second promotional spots for Real Estate Wednesdays programs including as House Hunters, House Hunters on Vacation, and House Hunters International

Organ Donor Awareness • RE/MAX is proud to continue its sponsorship of Organ Donor Awareness this Fall. Nearly 300 spots will air this October on Global, CTV, and CHEK Television in BC. RE/MAX also receives prominent sponsor recognition in four full pages in TV Week magazine, promoting this worthy cause. SPORTS MARKETING Canucks Rinkboards • RE/MAX returns to Arena this Fall with a multi-media Canucks package including rinkboards, 360 degree LED power ring, dual score clock halos, washroom advertising, and concourse LED TV screen ads. The RE/MAX rinkboard is located in the coveted corner ice position, a prime location for visibility in Canucks game highlight footage on the evening news. We anticipate sky-high ratings for Canucks games this Fall, after their nail-biting run for the in June 2011

Oilers Rinkboards • The Oilers rinkboard reaches those lucky enough to attend the games live at Rexall Place, as well as those tuning in from home. The RE/MAX rinkboard is visible for one period of ice time per game. The Oilers sponsorship package includes the “RE/MAX Outstanding Player, Outstanding Results” in- game feature on all Oilers games on West and SPORTS MARKETING Flames On-Site Presence • RE/MAX connects with Calgary Flames fans throughout the upcoming season with permanent signage placed adjacent to the out of town score clock at the • RE/MAX is also has several more Flames opportunities in the works, including sponsorship of the fan-favourite 50/50 draw at every home game and a Stampede Park LRT station mural

NHL Hockey • RE/MAX reaches NHL fans this Fall with 15 second spots in , Calgary Flames, Edmonton Oilers, and Winnipeg Jets games on CBC’s and additional spots during Calgary Flames games on Sportsnet West SPORTS MARKETING

“Official REALTOR® of the WHL” Sponsorship • RE/MAX is in its second year of a three-year partnership with the Western Hockey League and its 17 Western Canadian teams • This package includes rinkboards and PA announcements in each venue as well as online branding at whl.ca • The RE/MAX Home Team Contest returns this fall, offering fans the chance to take a group of 24 to a home game. The contest runs throughout the WHL regular hockey season. The contest is promoted on whl.ca, remax-western.ca, and on both WHL and RE/MAX social media sites ONLINE HIGHLIGHTS • Search Engine Optimization: back-end website programming ensures that RE/MAX comes up high in organic search results

• Search Engine Marketing: pay per click ads on leading search engines – 12 month campaign on Google and Bing, targeted to Residential and Commercial real estate searches – RE/MAX ads are visible on mobile devices such as iPhone, Blackberry and Android handheld devices, in addition to desktop and laptop computers ONLINE HIGHLIGHTS • Website Advertising: content site display advertising which links to the remax- western.ca website

• HGTV.ca – RE/MAX and HGTV team up this fall with an integrated sponsorship of the Real Estate Wednesdays pages on HGTV.ca – Co-branded RE/MAX and HGTV ads run throughout the site promoting Real Estate Wednesdays – REMAX has prominent logo placement on home page television listings on Wednesdays – Timing is scheduled to mirror the Fall television sponsorship – All display ads are geo-targeted to Western Canada ONLINE HIGHLIGHTS

• New for Fall 2011: online display advertising on FoodNetwork.ca and TheWeatherNetwork.com • Placement on the online portals of the popular television stations provide synergy with the Fall television campaign • Foodnetwork.ca features thousands of recipes, full television episodes, tips and techniques. Food, entertaining and homes are a natural fit! • The Weather Network delivers the largest audience of unique users of any English specialty television website in Canada • All ads are geo-targeted to Western Canada MAGAZINE • Vancouver has a vibrant Chinese community, and immigrants continue to flock to the city each year. Immigrants have a high propensity to need realtors with strong local knowledge to assist in navigating BC’s real estate market • BC Home Chinese Edition is the translated version of BC Home’s popular décor and lifestyle magazine • Custom-designed Feng Shui inspired creative will run in the Winter edition, due out in November. The “Sell Your Home Quicker” creative (below left) runs in the Fall edition out this month • RE/MAX ads are translated into Chinese to reach readers in the language in which they are most comfortable reading OUTDOOR • Outdoor Billboards and Transit Ads are running in various markets. Artwork available upon request. FALL 2011 CAMPAIGN SUMMARY Adult 25-64 Adult 18+ # of Ads Impressions Impressions TELEVISION Local Conventional + Specialty 57,867 101,142,871 143,812,520 Global Weather (outside campaign weeks) 4,440 50,242,557 71,438,636 Subtotal 62,307 151,385,428 215,251,155

SPORTS MARKETING CBC & Sportsnet Hockey 147 2,614,950 3,718,133 Canucks, Oilers and WHL 76 16,518,796 23,487,663 Subtotal 223 19,133,746 27,205,796

ONLINE Search Engine Marketing on Google & Bing n/a TBA TBA HGTV.ca n/a 1,282,970 1,807,000 FoodNetwork.ca n/a 717,889 1,011,111 TheWeatherNetwork.com n/a 1,474,615 2,076,923 Subtotal n/a 3,475,474 4,895,034

MAGAZINE BC Home Chinese Edition 2 49,700 70,000 Subtotal 2 49,700 70,000

CAMPAIGN TOTAL 62,532 174,044,348 247,421,985 Note: Online search engine campaigns are based on a bidding system similar to an auction; therefore we cannot estimate the number of online ads and impressions until the campaign is complete. FALL 2011 BLOCKING CHART

July August September October November December MEDIA / MARKET DETAIL 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 TELEVISION

BC / ALBERTA Local Conventional TV DATES VARY BY MARKET

ALL MARKETS NHL Hockey on CBC and Sportsnet

BC / ALBERTA Global Weather Sponsorship

ALL MARKETS HGTV's Real Estate Wednesdays

ALL MARKETS The Weather Network

ALL MARKETS Food Network Canada

BC / ALBERTA Canucks & Oilers Rinkboards

ALL MARKETS WHL Partnership

BRITISH COLUMBIA Organ Transplant Sponsorship

ONLINE

ALL MARKETS Search Engine Optimization

ALL MARKETS Search Engine Marketing

ALL MARKETS HGTV.ca Real Estate Wednesdays

ALL MARKETS FoodNetwork.ca

ALL MARKETS TheWeatherNetwork.com

MAGAZINE

BRITISH COLUMBIA BC Home Chinese Edition RE/MAX COMMERCIAL CAMPAIGN

• Targeted business oriented magazines promote RE/MAX Commercial agents for 2011. Seven magazines are selected for 2011: Western Investor, Western Producer, Alberta Venture, BC Business, Office Space, Business Vancouver Island, and Business Thompson Okanagan. The print ads feature the “For Sale or Lease” and “The sign you want, the agent you need” taglines (vary depending on publication). • An online component is also included with some of the business magazines’ websites to extend the reach of the campaign. • Full Bus Back ads run in Vancouver, Kelowna, Vernon, Calgary, Edmonton, Saskatoon, Regina, and Winnipeg from April to October. The Bus creative features “The sign you want, the agent you need” tagline. • The 2011 RE/MAX Commercial campaign delivers over 19 million impressions for Adults 18+.