Corcoran's newest campaign gets to the heart of business.Corcoran Group brokers got a first look at the new branding campaign the company hopes will steal the hearts and minds of today's home buyers and sellers during the firm's annual awards ceremony at Town Hall February 2. Corcoran honored its tops agents based on sales last year during the event, which also showcased the company's new logo, Web features and advertising campaign created by the JW Thompson agency. For close to 30 years, the Years, The the seven decades of Eleanor Pargiter’s life. [Br. Lit.: Benét, 1109] See : Time Corcoran brand has been tied to the image, ethos and face of founder Barbara Corcoran. Since her sale of the company to NRT NRT Nicotine Replacement Therapy NRT Norm-Referenced Test NRT near real time NRT Non-Real-Time NRT National Response Team NRT Tokyo, Japan - Narita (Airport Code) NRT Net Registered Tonnage and her departure last year, the firm's brand communications have been inconsistent with Corcoran's image being used in some sales effort and not in others. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. vice president of marketing at Corcoran, Christina Lowris, the new campaign aims to build on Corcoran's heritage while "reformulating the message that message what's relevant today and that's not dependent on one person." The result is a slick and sexy advertising campaign that includes black and white billboards and ads that sell life-styles instead of just homes, according to Lowris. "Corcoran is a world-class brand on the level of other big brands out there. Whether it's Virgin Atlantic, Apple, they create a brand experience for customers and we feel we can do the same," said Lewis. "We wanted to elevate the look and feel of real estate to make it more sophisticated, stylized styl·ize tr.v. styl·ized, styl·iz·ing, styl·iz·es 1. To restrict or make conform to a particular style. 2. To represent conventionally; conventionalize. and stand out from the crowd." With the logo, 'Live Who You Are,' the campaign targets affluent, upwardly, mobile professionals seeking to buy or sell a home in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , the Hamptons or South Florida and is designed to connect with them on an emotional level. "The advertising campaign is obviously the most visible element of the relaunch, but it is really a repositioning for the company and its commitment to working with consumers. The campaign is the best reflection of that idea. The photography for the campaign was done by fine artist, Tina Barney Tina Barney (b. 1945, New York City) is a US photographer best known for her large-scale portraits of her family and close friends, many of whom are well-to-do denizens of New York and New England. , w hose work is in the collections of MOMA Moma (mō`mä), town, E central Mozambique. It is important mainly as a harbor for the export of tropical produce. , Smithsonian and many others. The launch cost the firm $5 million. "We couldn't be more please with the response so far," said Lowris. |
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