Produced in partnership with global advertising agency Grey, Douglas Elliman has announced the launch of its latest advertising campaign. Focusing on everyone’s unique vision of home, the campaign will be launched across all media platforms, including television, digital and print newspapers and magazines, social media and indoor and outdoor advertising.
Debuting on new digital media, including Hulu, the campaign is expected to garner over 40,000,000 impressions
Encompassing the firm’s new branding, logo and tagline “The Next Move is Yours,” which debuted last spring, each advertisement underscores Douglas Elliman’s commitment to finding every customer their personal, unique sense of home.
Douglas Elliman enlisted a roster of its celebrity agents including Josh Altman and Tracy Tutor of Million Dollar Listing to introduce the campaign on Instagram with the hashtag #TheNextMoveIsYours
While paid media for the campaign will commence in March, Douglas Elliman enlisted a roster of its celebrity agents including Josh Altman and Tracy Tutor of Million Dollar Listing to introduce the campaign on Instagram with the hashtag #TheNextMoveIsYours.
“After sheltering-in-place for nearly a year, there is a new sense of appreciation for our homes and at Douglas Elliman, we understand that everyone’s vision of luxury is unique to them.”
– Scott Durkin, President and Chief Operating Officer of Douglas Elliman
“We are thrilled to introduce our new advertising campaign to the marketplace,” said Scott Durkin, President and Chief Operating Officer of Douglas Elliman. “After sheltering-in-place for nearly a year, there is a new sense of appreciation for our homes and at Douglas Elliman, we understand that everyone’s vision of luxury is unique to them.”
After months of research and informed focus groups, Douglas Elliman and Grey established that the definition of home luxury is entirely individual. It could be as simple as one extra bedroom or a pool or even a enough outdoor space for a collection of pet llamas. This ideal became the foundation for the campaign’s brand house, which plays on distinct characteristics of aspirational, one-of-a-kind properties in order to evoke an emotional response to the types of places customers would want to call home.
For example, someone searching for a pool will be excited by the image of a stunning home and pool in “Wait until you see the pool house,” while a newly minted professional might be struck by “A View With a Room” in any major U.S. city.
“It is our job to turn that dream into reality and connect our clients with the place they want call home no matter what that might entail.”
– Stephanie Garbarini, Senior Vice President of Marketing at Douglas Elliman
“With this new ad campaign, we are proud to celebrate our belief that everyone’s vision of luxury is entirely their own,” said Stephanie Garbarini, Senior Vice President of Marketing at Douglas Elliman. “It is our job to turn that dream into reality and connect our clients with the place they want call home no matter what that might entail.”
The new media rollout will debut across print and digital media in all of the markets the company services including Manhattan, Brooklyn, Queens, Long Island, the Hamptons and North Fork, Westchester and Putnam Counties, Connecticut, Florida, California, Colorado, Massachusetts and Texas on March 15th. It is expected to garner over 40,000,000 impressions.
In addition, Douglas Elliman has struck a partnership with television streaming service, Hulu as well as the iconic bus service, the Hampton Jitney, which will wrap buses with creative from the new campaign and the new Douglas Elliman logo in order to capture the attention of drivers throughout all of Long Island. Douglas Elliman will also take over the West Palm Beach International airport.
