Re/Max hangs out new shingle

Re/Max reinvigorates its brand in Western Canada.

With all eyes focused on Vancouver this month, Re/Max decided to reinvigorate its brand in Western Canada.
In January it launched a multi-faceted campaign in B.C., Alberta and Manitoba by Vancouver-based Spring Advertising, replacing ‘The right agents for today’s market’ with the new positioning, ‘Canada’s favourite agents.’
It’s the first integrated campaign in 12 years targeted specifically to that region. In previous years, the real estate agency relied on work coming out of the U.S., which is now focusing on a recession-based marketing strategy, explains Spring creative partner Rob Schlyecher.
Creative elements include 15-second TV ads, print, OOH including lawn signs, online ads and a YouTube video. The creative extols the performance of the Re/Max team with copy like, ‘We’ll help you buy or sell 15 homes before you’re finished reading this paper,’ or ‘Today we’ll help you buy or sell more space than 3,480 of these billboards.’