Century 21 Finds Home With CNN3/10/2006 7:00 PM Eastern
Cable News Network programming such as Top Five Real Estate Tips and Home Front will figuratively don the yellow jacket next year, under a sponsorship with Century 21 Real Estate LLC.
Century 21, with 143,000 affiliate-sales associates worldwide, is a leader in the residential real-estate category. Its sponsorship deal will include an advertising presence on television, broadband, online, on demand and content licensing.
CNN officials declined to state the value of the partnership.
“There’s a demand for integrated marketing campaigns,” said Greg D’Alba, COO of CNN ad sales and marketing. The buzz around multiplatform campaigns has really grown, especially in the last six months, he said.
Following last year’s advertising upfronts, 80% of CNN’s partnerships included TV and Internet components, he added.
Past multiplatform deals have included a partnership with United Parcel Service. The package-logistics company sponsored On the Rise, a show targeting small businesses on CNN NewsNight, CNN.com and The Airport Channel. A small business conference for UPS employees and clients was hosted in CNN’s New York headquarters, at the Time Warner Center.
The network also just completed a deal with drug maker AstraZeneca, with ad buys during programming addressing the national obesity epidemic, including a primetime special, broadband video and video-on-demand segments. The company also participated in a nationwide informational college tour.
Century 21 will be the exclusive real estate partner for Open House, an information show hosted by Gerri Willis that discusses home-buying trends, mortgage rates and other material. Included will be tagged tune-in ads and integrated billboards during the Saturday morning show.
Top Five Real Estate Tips and Home Front, which air throughout the week on all CNN networks, will also have integrated billboards.
For a limited time, on-demand episodes of Open House will be “brought to you by Century 21.”
Online, the real-estate organization will be the exclusive sponsor of the Open House Web page within CNN.com. There, in the popular “Best Places to Live” section, users looking for home-buying information will find a dedicated ad link that will take them either to local properties or offices on Century21.com.
Century 21 will be able to use CNN content, including selected articles from CNNMoney.com, to supplement content on its Internet and Intranet sites.
“With a global consumer brand such as Century 21 Real Estate LLC, it is crucial that media partners take the time to understand the brand, its message and key business objectives,” Century 21 senior vice president of marketing John Greenleaf said in a statement. “The CNN Ad Sales team has done that while working with us to create a wide-ranging sponsorship and advertising package.”
These partnerships provide a seamless connection for consumer, through any device they might access, D’Alba said. “It’s the new model,” he said.