The deal with Carat, which also handles the Re/Max account in the US, is effective immediately. Marcus Brewster Publicity has been handling the Re/Max PR account since September 2007.
Comments Carat Media Director Quinton Jones, "We are thrilled to be working with Re/Max as it is a prestigious blue-chip account that has a very strong relationship with the Carat network, especially in the US. The addition of global business also increases the interaction and strength of the local office in relation to the global network, which will certainly have benefits to Re/Max and other Carat clients."
"The Re/Max above the line media strategy for 2008 will be in excess of R8.5 million and will remain the largest investment in dominant brand awareness of all the estate agency accounts in South Africa," says Jeanne van Jaarsveldt, Re/Max marketing and finance director.
"The brand continues to invest heavily in TV, and is the single biggest advertiser in this medium of any of the other estate agency groups in the country. The key focus of our media strategy is to offer the South African consumers the peace of mind that the Re/Max brand is top-of-mind in driving buyers/sellers to our website, which in turn result in record turnaround times in facilitating property transactions".
Referring to Re/Max as an "Olympic Brand" in its category, van Jaarsveldt noted that advertising spend in 2008 would increase significantly over its current levels to ensure that Re/Max retained pole position in terms of share of voice (SOV). "Of the dozen realtors monitored, Re/Max has the highest score and is 12 % more than its nearest competitor. A year ago, the SOV buffer between the top two real estate brands was only 5%.
