The real estate consultancy strengthens its omnichannel campaign ‘É De Valor’ (pictured) with a media strategy designed by Nova Expressão. The communication is amplified through the sponsorship of news programmes on CNN Portugal and SIC Notícias.
Coldwell Banker Portugal has just launched the new wave of its omnichannel campaign ‘É De Valor’. With creative work by Outcomm and media planning handled by Nova Expressão, the communication maintains a confident and aspirational tone, prioritising media supports and contexts that reinforce the brand’s credibility and institutional positioning.
“Coldwell Banker built its global reputation 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 can vary, but there are principles that are non-negotiable. It is this consistency that we want to continue asserting among clients, consultants and future franchisees,” explains Frederico Abecassis, CEO of Coldwell Banker Portugal, quoted in a press release.
The message of the new wave of the campaign, which is being rolled out across television, radio, digital, cinema and agencies, places integrity and transparency at the centre of real estate mediation. The media planning was designed to maximise brand awareness and reinforce the perception of its premium positioning in the real estate market.
The ads are amplified through the sponsorship of news programmes on CNN Portugal and SIC Notícias, with a presence also planned in prime time on the Now channel. “The objective is to associate the brand with editorial contexts of high credibility and qualified audiences,” explains Carlos Estorninho, marketing director of Coldwell Banker Portugal, quoted in the document.
The outdoor posters are placed on MUPIs strategically located near the network’s agencies across the entire national territory, including the autonomous regions. The personalised approach aims to strengthen the connection between the brand’s institutional communication and its physical presence in the different communities where it operates.
“More than an advertising campaign, this communication reflects what defines Coldwell Banker: a culture based on relationships of trust, where every transaction is guided by the best values. This amplification of our media presence allows us to leverage the reach of that message and strengthen brand recognition in the market,” highlights Carlos Estorninho.
