Best Overall CampaignMARKETING
Agency
Since its founding in 1958, John R. Wood Properties has evolved into a formidable luxury real estate brand with more than 700 best-in-class agents in 23 offices, from Marco Island to Pine Island. To sustain its leadership position in the luxury sector through unprecedented conditions, the renowned brokerage and long-time client turned to us to create a powerful lead-generating campaign celebrating its 65th anniversary while incorporating elements of its new affiliation with global powerhouse Christie’s International Real Estate. With inventory of homes at a low, the objective was to introduce (and reintroduce) the brand and its 65th anniversary, as well as its new Christie’s affiliation, to an affluent target audience and convince them to list their homes with the company with a “lasting legacy of leadership.”
The 65th anniversary logo was created to work with – and match — the upscale look and feel of the existing John R. Wood logo. Since the main message of the campaign is all about leadership, we chose an emotional hero image representing not only the geographical area that John R. Wood serves, but also one of the most important, most foundational elements of leadership: guiding the next generation.
The direct mail piece was created with the concept that it is still fun to receive something in the mail that invites you to take physical action by interacting with it and folding it open to unveil the message. The die-cut curve is once again reinforcing the new John R. Wood Christie’s International Real Estate branding. A bookmark highlighting the 65th anniversary was created for use in the company’s collateral materials. For digital marketing purposes, digital banners and web sliders reinforce the anniversary and leadership messages.
Visually and editorially, this print and television campaign advanced the brand to a dramatic new level. Messaging in print was limited to a compelling headline and brief but powerful body copy which conveyed how John R. Wood Properties understood luxury buyers in the top 1%, their ambitions, lifestyle preferences and expectations if they sold when conditions strongly favored sellers. In the TV spots, a voiceover narrative highlights the brokerage’s sales accomplishments and legacy of real estate leadership in Southwest Florida.
