Coldwell Banker Portugal, a brand in the real estate brokerage sector, has once again invested in the “É de valor” advertising campaign, expanding its presence on television, radio, cinema, outdoor and digital media, including the sponsorship of news programmes on CNN and SIC Notícias.

The new wave, which maintains the claim “A real estate agency that fulfils its values is of value”, “represents a significant reinforcement of the brand’s media presence, investing in contexts of high audience and editorial credibility, consolidating its institutional positioning among the public and professionals in the sector”, the company says in a statement.

“Coldwell Banker has built its global reputation based on very clear values. This campaign reinforces that message in the Portuguese market, showing that, in a real estate transaction, there are many factors that may vary, but there are principles that are not negotiable. It is this consistency that we want to continue asserting among clients, consultants and future franchisees,” says Frederico Abecassis, CEO of Coldwell Banker Portugal.

As in its initial phase, the campaign is based on a 360º, multichannel and integrated strategy. The media strategy reinforces the campaign’s presence on television, with sponsorship of news programmes on CNN Portugal and SIC Notícias, as well as presence in prime time on the Now channel, in addition to expanding the brand’s presence in digital media.

On radio, Coldwell Banker, alongside its investment in sponsoring M80’s traffic information segments, introduces a brand engagement strategy, without specifying how.

Another new feature of this phase is the investment in cinema, with the campaign reaching 108 NOS cinemas across the country. The campaign also reinforces its presence in public spaces, with an investment in outdoor positions, with emphasis on investment in MUPIs located near the network’s agencies throughout the country, including the autonomous regions.

“More than an advertising campaign, this communication reflects what defines Coldwell Banker. It is a culture based on relationships of trust, where each transaction is conducted according to the best values. This amplification of our media presence allows us to leverage the reach of that message and reinforce brand recognition in the market,” adds Carlos Estorninho, Marketing Director of Coldwell Banker Portugal.

With creative work by Outcomm and media planning handled by Nova Expressão, Coldwell Banker explains that “the campaign maintains a confident and aspirational tone, prioritising media formats and contexts that reinforce the brand’s credibility and institutional positioning.”