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Reaching the elite audience of bbc.com

Sotheby’s International Realty Affiliates LLC wanted to enhance its identity as ‘the quintessential luxury real estate brand’ internationally. By working with bbc.com, it chose a media platform that shared its quality and prestige, and gave it a global presence.

Objectives

Reach an affluent audience of frequent travellers and multiple property owners
Position itself globally as the leading luxury property business
Generate leads to international brokers and affiliate offices

Creative solution

bbc.com was introducing new editorial content on bbc.com/travel while the Sotheby’s International Realty^® brand was looking for a creative and high-quality campaign to associate itself with. The Living In… section was launched on bbc.com in January 2011, offering a glimpse of what it’s like to live in some of the most stunning locations across the globe. As exclusive sponsor, Sotheby’s International Realty^® utilised a variety of ad formats across the section, supported by a banner ad campaign across bbc.com and smartphone channels with additional promotion on Facebook and Twitter.

Key results

Since the launch of the Living In… section, the campaign has exceeded expectations in terms of worldwide reach and there have been major improvements in brand perception:

The words most associated with the Sotheby’s International Realty^® brand were ‘luxury’ ‘innovative’ and ‘quality’
28% increase in brand familiarity compared to those who had seen the ads elsewhere
51% increase in positive feelings towards the brand
bbc.com users were 38% more likely to consider buying from and 24% more likely to recommend the Sotheby’s International Realty^® brand than those who saw the ads elsewhere

“We chose to work with the BBC, an iconic brand, because of its reputation as a trusted, premium platform with impressive creative capabilities. Our campaign has helped us reach our clientele, providing us valuable international exposure.”

Wendy S Purvey, Chief Marketing Officer, Sotheby's International Realty Affiliates LLC

Source