That's Who We R

Look for the 'R' at the Summer Games

May 7, 2021

You might spy REALTOR® ads during the summer games. The National Association of REALTORS® announced during its virtual REALTORS® Legislative Meetings & Trade Expo that it will be running a series of ads as part of its consumer ad campaign during the games in Tokyo, which will run from July 23 to Aug. 8. The games were postponed last year due to the COVID-19 pandemic.

NAR will have 15 spots running on TV throughout the games that are expected to deliver 35 million impressions across TV and streaming platforms during the event. The 15- to 30-second ads will showcase the value of REALTORS®, members of the National Association of REALTORS®, emphasizing the positive impact they have on their clients and communities as well as how they’re vital to the buying and selling experience. The summer games were selected for their timing, unique scale reaching key campaign audiences, and connection to a unifying international event.

2021 REALTORS Legislative Meetings logo

“We’re thrilled the That’s Who We R campaign ads will air during an event that is intended to celebrate athletes from around the world,” said Christine “CJ” DelVecchio, 2021 chair of NAR’s Consumer Communications Committee. “With many nations under lockdown for more than a year, it is a true accomplishment that the summer games will even occur—and we are happy to be able to support it.”

Making a Big Impression

The award-winning NAR consumer ads have been rapidly growing their outreach since its 2019 launch of the “That’s Who We R” campaign. NAR’s integrated ad campaign spans television and video platforms, radio and streaming audio, as well as branded content, social and search. From Feb. 8 to April 30, NAR’s ad campaign topped 1 billion impressions, primarily driven by broadcast mediums like television and radio.

In 2021, NAR, working with its media partner Havas, has also launched content campaigns with publications like Bustle, showcasing the knowledge of REALTORS® in the homebuying and homeselling process; the Daily Beast, with messages centered on how REALTORS® advocate for fairness in real estate; and Vox Media, showing REALTORS®’ expertise and commitment in real estate.

Real estate professionals and associations also are helping to spread the REALTOR® brand. Last year, NAR partnered with Photofy to allow members to easily personalize and share a robust library of “That’s Who We R” campaign social assets, including animated graphics, on their own social media channels. Learn more at ThatsWhoWeR.realtor or Photofy.com/nar.

Follow all of REALTOR® Magazine's coverage of the REALTORS® Legislative Meetings at magazine.realtor/live