“1 of 1” positions the brand as curators of The Unique; Connecting the world’s most distinctive homes with the most extraordinary lifestyles
NEW YORK, September 10, 2024 /PRNewswire/ — Sotheby’s International Realty announced today the launch of its new advertising campaign for the brand – “1 of 1”. The campaign celebrates the unique characteristics of each home that Sotheby’s International Realty represents and positions its real estate advisors as “curators of the unique,” matching the world’s most distinctive homes with buyers who appreciate their potential.
By embracing the notion of “1 of 1”, which usually refers to something unique, Sotheby’s International Realty presents homes for a new era of luxury. This approach is defined by the company’s keen eye for a home’s special attributes and the unique experiences and lifestyles it offers. This campaign builds on the brand’s strategy to connect with an emerging affluent generation of shoppers who value individualism and self-expression.
“In an age where luxury is defined by unique experiences and lifestyles, Sotheby’s International Realty is the authority,” said Brad Nelsonmarketing director for Sotheby’s International Realty. “Our ‘1 of 1’ campaign encapsulates our philosophy that every home is original and offers a distinct way of living. Our clients see their living space as the ultimate form of self-expression. We don’t just sell houses, we sell every property we own. represents a gateway to an extraordinary, unique lifestyle.”
The campaign’s creative inspiration builds on the curatorial nature of the brand’s heritage with auction house Sotheby’s and its own global network by framing homes inspired by global windows to the world. The 1 of 1 campaign was developed by creative transformation company venturethree.
“We want people to feel they are joining forces with an iconic brand, one that has a lifestyle of its own and is also closely aligned with their individual values. We aim to capture a new world of luxury for an emerging luxury audience, for whom the feel of the experience is as important as the level of service We kept the campaign authentic to the very special DNA of Sotheby’s International Realty, making- at once modern and ambitious,” said Philip Orwell, chief executive of. venture three.
The new campaign was transcribed into multiple languages, allowing flexibility for the campaign to be localized by each of the brand’s more than 1,100 offices in 83 countries. The “1 in 1” will consist of a seven-figure media advertising spend and will be presented across a global portfolio of media partners spanning video, digital, social and print. The campaign will be promoted with The New York TimesThe Wall Street Journal, Dwell, Architectural Digest, Nikkei, Google, as well as key social channels like Facebook and Instagram and more.
“Taking advantage of luxury homes’ magnetic ability to engage people across platforms, the new campaign was created to be innately social, highlighting the uniqueness of each property and positioning Sotheby’s International Realty as a global leader in luxury real estate,” a SAPS Jodie McLeanhead of partnerships at venturethree USA.
To learn more about Sotheby’s International Realty, visit www.sothebysrealty.com.
Sotheby’s International Realty
Sotheby’s International Realty was founded in 1976 as a real estate service for the discerning clients of Sotheby’s auction house. Today, the company’s global footprint spans more than 1,100 offices located in 83 countries and territories worldwide, including 48 company-owned brokerage offices in key metropolitan markets and resorts. In February 2004Anywhere Real Estate Inc. entered into a long-term strategic alliance with Sotheby’s, the auction house operator. The agreement provided for the licensing of the Sotheby’s International Realty name and the development of a franchise system. The franchise system is comprised of a network of affiliates, where each office is independently owned and operated. Sotheby’s International Realty supports its affiliates and agents with a range of operational, marketing, recruiting, educational and business development resources. Affiliates and agents also benefit from an association with the venerable Sotheby’s auction house, established in 1744. For more information, visit www.sothebysrealty.com.
The affiliate network is operated by Sotheby’s International Realty Affiliates LLC and the company-owned brokerages are operated by Sotheby’s International Realty, Inc. Both entities are subsidiaries of Anywhere Real Estate Inc. (NYSE: HOUS), a global leader in real estate franchise and provider. of real estate brokerage, relocation and settlement services. Both Sotheby’s International Realty Affiliates LLC and Sotheby’s International Realty, Inc. fully support the principles of the Fair Housing Act and the Equal Opportunity Act.
venture three
venturethree is a global creative transformation company that imagines new futures and makes them real. Works from London and new yorkfor 25 years they have been strategic and creative partners for ambitious leaders in many different industries around the world.
Rachel Colletta
Senior Manager, Public Relations and Communication
Sotheby’s International Realty
212-606-4134
[email protected]
SOURCE Sotheby’s International Realty
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