Anthology - The Collection of an Extraordinary Brand
At the core of our marketing strategy are our relationships with pre-eminent media powerhouses in both the print and online arenas including: The New York Times, The Wall Street Journal, BBC.com, The Telegraph Media Group, Google, Architectural Digest and new this year, the Hong Kong Tatler. These relationships were developed to showcase unique properties from the Sotheby’s International Realty brand’s 1000 offices in 75 countries and territories worldwide through unique, media rich advertising units that offer an immersive experience and position the brand in front of a relevant audience of consumers. Each relationship features elements that are exclusive to the Sotheby’s International Realty brand, created solely for it and featuring new technologies, tools and resources.
“Our marketing plan was designed to deliver 700 million overall impressions, generating valuable exposure among our core audience of consumers: the connoisseurs of life,” said Wendy Purvey, chief marketing officer, Sotheby’s International Realty Affiliates LLC. “We are taking a cutting edge and targeted approach in our marketing plan, which will help us create global connections and showcase the extraordinary homes our network represents. Our relationships with many of the world’s most influential news media have been cultivated over the course of several years and offer multiple levels of custom exposure for our network. Finally, our unique collaboration with Adobe ties our entire program together, allowing us to speak to the consumer in a new and interactive way that has traditionally been utilized by the world’s publishing powerhouses to promote their products.”
The Sotheby’s International Realty brand’s website, sothebysrealty.com, will continue to be enhanced. So far this year, search engine optimization enhancements have been made and the property detail pages and search result pages feature new designs to enhance the search experience. The brand also will continue to expand on its series of branded websites for specialty markets. Last year, it launched specialty market websites for Farm & Ranch,Waterfront and Ski, with Golf, Historic and Metropolitan to follow soon. Also, last year sothebysrealty.com surpassed 7 million visits and 4 million unique visitors for the first time.