For release:
Monday, April 16, 2007

C.A.R. launches $2.3 million ad campaign highlighting value REALTORS® bring to the transaction

Campaign also reinforces REALTOR® brand, professionalism of C.A.R. members

LOS ANGELES (April 16) - The CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) today launched a brand new Consumer Advertising Campaign highlighting the value REALTORS® bring to the transaction. Through a bold, new approach and theme -- "California REALTORS® - We get it." -- the campaign also will raise awareness of the REALTOR® brand and reinforce the professionalism of REALTORS® who belong to C.A.R.

The $2.3 million "California REALTORS® - We get it." campaign features four new radio spots; interactive Web banners placed on popular Web sites; and search engine marketing on Yahoo! and Google directing consumers to a new Web site, www.yourpieceofcalifornia.com. The radio ads will air through Aug. 19; the online banners will run through Oct. 31.

"Developed expressly for consumers, www.yourpieceofcalifornia.com reinforces the key messages of the radio ads while providing valuable information when buying or selling a home. The 2007 Consumer Advertising Campaign also includes print and HTML components C.A.R. members can use in their own direct mail and e-marketing efforts," said C.A.R. President Colleen Badagliacco. "The Web site also reminds consumers why they should use a REALTOR® in all of their real estate transactions."

For complete information on the 2007 Consumer Advertising Campaign, click here. To view the  consumer site, go to www.yourpieceofcalifornia.com.

Leading the way...® in California real estate for more than 100 years, the CALIFORNIA ASSOCIATION OF REALTORS® (www.car.org) is one of the largest state trade organizations in the United States, with nearly 200,000 members dedicated to the advancement of professionalism in real estate. C.A.R. is headquartered in Los Angeles.