‘That’s Who We R’ Campaign Nabs Prestigious Marketing Award

April 14, 2020

GSA ribbon

A national branding campaign stressing the importance of using a REALTOR® receives major accolades for its “innovative and effective” consumer marketing strategy. The National Association of REALTORS®’ Consumer Advertising Campaign, “That’s Who We R,” won a 2020 Gold Circle Award for Rebranding by the American Society of Association Executives.

The campaign has made a big impression with consumers and the industry alike since rolling out last year. The campaign registered 2.3 billion impressions in 2019. About 80% of consumers surveyed by a third-party firm said they’re more likely to use a REALTOR® after viewing media from the “That’s Who We R” campaign.

still from new NAR commercial

© Havas Chicago

The campaign was created to highlight the distinction between real estate agents and REALTORS®—members of NAR who abide by the association’s Code of Ethics. The campaign incorporates visual branding and storytelling.

The Gold Circle Awards are awarded annually in recognition of marketing initiatives that use “innovative strategies to reach targeted audiences.” The American Society of Association Executives announced 189 submissions among its 15 categories for 2020.

“This award—and the successes of the ‘That’s Who We R’ campaign to date—are a testament to the support we have received from our members since the day this campaign launched,” says NAR President Vince Malta, broker at Malta & Co. Inc. “NAR is fortunate to have the scale, resources, and member support to back a national advertising campaign that exemplifies who REALTORS® are and the value they bring to a transaction.”

The next wave of the “That’s Who We R” campaign launched Feb. 3. It is urging consumers to “Look for the R,” referencing the iconic “R” trademark as a sign for reliable guidance in real estate. The campaign includes TV spots as well as online video, audio, social media, and branded content sponsorships. The campaign has also developed new social media covers, images that can be used on social feeds. Learn more.

National Association of REALTORS®