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CENTURY 21 has unveiled one of the network’s largest media campaigns to date. Dubbed Moments of the Century, the campaign aims to celebrate community, connection and the joy of home ownership.
Following its display on billboards in Times Square, the Moments of the Century campaign will be showcased to Australian audiences via television commercials from 3 February on Channel Nine.
The campaign will focus on celebrating values that resonate with today’s home buyers, aiming to humanise real estate and capture what it means to feel “at home”.
It centres on the values of community, connection and a deeper sense of joy.
Charles Tarbey, chairman and owner of CENTURY 21 Australia, highlighted the purpose of the campaign’s angle.
“We wanted to subtly remind people that homes are more than just bricks and mortar. They help create communities, genuine joy and unforgettable moments,” he said.
In addition to television spots, media appearances and digital marketing, Australian CENTURY 21 offices will encourage local communities to share special moments at home as part of the campaign.
The strategy ties into local and global efforts, with a focus on connecting with international markets as well.
“With over 8 million Australians having been born overseas and around 667,000 new migrants entering the country last financial year, it’s increasingly important for real estate brands to appeal to this international cohort,” said Tarbey.
“We hope the new campaign connects with Australians in a positive and meaningful way, and perhaps even plays a small role in reminding all of us to better relish and celebrate memorable moments at home,” said Tarbey.
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