{"id":3066,"date":"2026-03-10T14:15:55","date_gmt":"2026-03-10T14:15:55","guid":{"rendered":"https:\/\/novaexpressao.pt\/e-de-valor-coldwell-banker-portugal-strengthens-media-presence-of-its-institutional-campaign\/"},"modified":"2026-06-25T15:00:52","modified_gmt":"2026-06-25T15:00:52","slug":"e-de-valor-coldwell-banker-portugal-strengthens-media-presence-of-its-institutional-campaign","status":"publish","type":"post","link":"https:\/\/novaexpressao.pt\/en\/e-de-valor-coldwell-banker-portugal-strengthens-media-presence-of-its-institutional-campaign\/","title":{"rendered":"\u201c\u00c9 de valor\u201d: Coldwell Banker Portugal strengthens media presence of its institutional campaign."},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3066\" class=\"elementor elementor-3066 elementor-2924\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3c0f3640 e-flex e-con-boxed e-con e-parent\" data-id=\"3c0f3640\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-26e98c42 elementor-widget elementor-widget-text-editor\" data-id=\"26e98c42\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"my-1 text-center text-sm md:text-base font-primary text-gray-700\"><p>Coldwell Banker Portugal is once again investing in the \u201c\u00c9 de valor\u201d advertising campaign, reinforcing the visibility of the message that places integrity, transparency and excellence at the centre of real estate brokerage. Based on the creative concept and key message that have been shaping the brand\u2019s communication, under the claim \u201cA real estate agency that fulfils its values is of value\u201d, the new wave of the campaign maintains its focus on the values that distinguish Coldwell Banker in the real estate market and represents a significant reinforcement of the brand\u2019s media presence, investing in contexts of high audience and editorial credibility, consolidating its institutional positioning among the public and professionals in the sector. <\/p><p>In a sector where trust continues to be a determining factor for clients and partners, the initiative seeks to underline that, for the brand, ethics and professionalism are not negotiable; they are, above all, an integral part of its identity. The creative concept is inspired by the history and legacy of Coldwell Banker, founded in 1906 with the mission of promoting real estate practices based on ethics and the protection of clients\u2019 interests, principles that continue to guide the brand\u2019s activity more than a century later. <\/p><p>\u201cColdwell 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,\u201d says Frederico Abecassis, CEO of Coldwell Banker Portugal.<\/p><p>As in its initial phase, the campaign is based on a 360\u00ba, multichannel and integrated strategy, designed to maximise brand awareness and reinforce the perception of its premium positioning in the real estate market.<\/p><p>The media strategy reinforces the campaign\u2019s presence on television, with sponsorship of news programmes on CNN Portugal and SIC Not\u00edcias, as well as presence in prime time on the NOW channel, in addition to expanding the brand\u2019s presence in digital media. The aim is to associate the brand with editorial contexts of high credibility and qualified audiences. <\/p><p>On radio, Coldwell Banker, alongside its investment in sponsoring M80\u2019s traffic information segments, the campaign introduces a brand engagement strategy, strengthening the brand\u2019s connection with the public through a closer and more recognisable tone.<\/p><p>Another new feature of this phase is the investment in cinema, with the campaign reaching 108 NOS cinemas across the country, broadening its reach among diverse audiences and enabling the campaign to be taken to an environment of high attention and visual impact.<\/p><p>The campaign also reinforces its presence in public spaces, with an investment in outdoor positions, with emphasis on investment in MUPIs strategically located near the network\u2019s agencies throughout the country, including the autonomous regions. This tailor-made approach aims to strengthen the connection between the brand\u2019s institutional communication and its physical presence in the different communities where it operates. <\/p><p>With creative work by Outcomm and media planning handled by Nova Express\u00e3o, the campaign maintains a confident and aspirational tone, prioritising media formats and contexts that reinforce the brand\u2019s credibility and institutional positioning.<\/p><p>\u201cMore than an advertising campaign, this communication reflects what defines Coldwell Banker: 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,\u201d adds Carlos Estorninho, Marketing Director of Coldwell Banker Portugal.<\/p><p>In addition to strengthening brand recognition among end consumers, the campaign continues to aim to attract new consultants and franchisees, supporting the network\u2019s expansion strategy in Portugal and consolidating Coldwell Banker as a benchmark in the national real estate brokerage sector.<\/p><\/div><h6 class=\"singleNewsbodyP\"><a href=\"https:\/\/www.briefing.pt\/cetera\/e-de-valor-coldwell-banker-portugal-reforca-presenca-mediatica-da-sua-campanha-institucional\/\"><span style=\"color: #008000;\"><em><strong>Briefing Article | 10.03.2026<\/strong><\/em><\/span><\/a><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Coldwell Banker Portugal is once again investing in the \u201c\u00c9 de valor\u201d advertising campaign, reinforcing the visibility of the message that places integrity, transparency and excellence at the centre of real estate brokerage. Based on the creative concept and key message that have been shaping the brand\u2019s communication, under the claim \u201cA real estate agency [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3080,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_destaque":"0","footnotes":""},"categories":[27],"tags":[],"class_list":["post-3066","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-estrategia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201c\u00c9 de valor\u201d: Coldwell Banker Portugal strengthens media presence of its institutional campaign. - Nova Express\u00e3o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/novaexpressao.pt\/en\/e-de-valor-coldwell-banker-portugal-strengthens-media-presence-of-its-institutional-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201c\u00c9 de valor\u201d: Coldwell Banker Portugal strengthens media presence of its institutional campaign. - Nova Express\u00e3o\" \/>\n<meta property=\"og:description\" content=\"Coldwell Banker Portugal is once again investing in the \u201c\u00c9 de valor\u201d advertising campaign, reinforcing the visibility of the message that places integrity, transparency and excellence at the centre of real estate brokerage. 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