Anywhere(HOUS) Prnewswire·2024-09-10 15:45Core Concept - Sotheby's International Realty has launched a new brand advertising campaign titled "1 of 1," which emphasizes the uniqueness of each home and positions its real estate advisors as curators connecting distinctive homes with buyers who appreciate their individuality [1][2][3]. Campaign Strategy - The "1 of 1" campaign reflects a new era of luxury defined by unique experiences and lifestyles, targeting an emerging affluent generation that values individualism and self-expression [2][3]. - The campaign is inspired by the brand's heritage with Sotheby's auction house and aims to frame homes as gateways to extraordinary lifestyles [3][4]. Marketing Approach - The campaign will be localized across Sotheby's International Realty's more than 1,100 offices in 83 countries, featuring a seven-figure advertising media spend across various platforms including video, digital, social, and print [5][6]. - Key media partners for the campaign include The New York Times, The Wall Street Journal, and social channels like Facebook and Instagram [5]. Company Background - Sotheby's International Realty was founded in 1976 and has a global presence with over 1,100 offices in 83 countries, including 48 company-owned brokerage offices [7]. - The company operates under a franchise system, supporting affiliates and agents with various resources while benefiting from the association with the Sotheby's auction house [8].