GE announces launch of new global advertising campaign.

GE Real Estate will launch a worldwide advertising campaign in September with the theme, "The Closing is Just the Beginning."

It is designed to raise awareness of the company's wide range of service offerings and its ability to meet customer demands regardless of geography, asset class and financing needs.

The ad creative features an "open door" visual that reinforces GE Real Estate's commitment to building and growing strong customer relationships and providing solutions that open up new opportunities. The messaging also communicates GE Real Estate's breadth, expertise, flexibility and global reach as one of the world's largest commercial real estate companies..

The campaign was created by the advertising agency BBDO New York and leverages the company's new brand positioning developed by corporate-identity firm Siegel and Gale.

"Our campaign allows us to present a fresh, distinctive and clear message globally," said Brent Feigenbaum, Global Marketing Communications Director, GE Real Estate. "We're letting partners and customers know GE Real Estate has the size, local expertise, global reach and financial backing to provide them with opportunities beyond a one-time transaction. Regardless of the partnership, GE Real Estate offers unmatched expertise in financing, investing and property management."

GE entered the real estate business more than 50 years ago as a traditional domestic lender. In the last decade, the business has grown into a global powerhouse spanning 28 countries and originating 66 percent of its net income from outside of the U.S. Today, GE Real Estate owns more than half of its portfolio: some 14,000 properties globally. It is one of the world's largest commercial landlords, and one of the largest office owners in cities such as Paris and Tokyo.

"By creating a unified campaign, GE Real Estate is able to maximize its marketing budget and create a business message that is consistent; proprietary and recognizable," Feigenbaum said.

"In addition to introducing our expertise, services and strong track record to the global real estate community, we are also firmly establishing a clear and distinguishable positioning that will help us grow our business."

The program will launch with a series of high-impact advertisements in international publications such as The Wall Street Journal and The Economist, as well as in business and trade journals that reach the company's target customer base. The look and feel of the campaign is designed to be incorporated into GE Real Estate's public relations, special events, direct mail activities and additional collateral.