CENTURY 21(R) System Debuts New National Ad Campaign

CENTURY 21(R) System Debuts New National Ad Campaign

~ Humorous Television Ads Showcase the CENTURY 21 System as the Antidote to Consumer Stress ~

PARSIPPANY, N.J., Feb. 28 /PRNewswire/ -- The CENTURY 21 System has launched a humorous new ad campaign that shows what can happen when people take real estate matters into their own hands. The latest television campaign, created by Lowe New York, highlights consumers' needs for professional and knowledgeable guidance and advice from a trusted real estate professional. The campaign begins airing on Monday, Feb. 28. The media plan includes national network and syndicated programming, including primetime, early morning, and late night, on shows such as Lost, 60 Minutes, Las Vegas, Boston Legal, CSI NY, Dateline and Law & Order. The campaign will also be seen on cable-based sports and entertainment stations.

The advertising campaign is based on research that indicates consumers today are exposed to a broad range of real estate information available on the Internet, yet they still require and value ongoing advice and expertise from a real estate professional to help them understand it all.

"We are more focused than ever on our ongoing relationship with the consumer," said John Greenleaf, senior vice president of marketing at CENTURY 21 Real Estate LLC. "As consumers ourselves, we understand that buying and selling a home is a big decision and can be stressful -- whether it's your first-time or if it's the result of a life change such as a new marriage or a burgeoning family. We want consumers to be aware that our sales associates are here to help ease the stress of the real estate transaction and to offer ongoing advice about real estate at anytime."

In one spot, a pregnant woman is seen chasing a school bus to ask the young commuters for information on the school system. Breathlessly, she asks, "Anyone know the student per teacher ratio in your classroom?" When the kids look back at her blankly she continues, "Nothin'? Come on. You, huh?" "No?" A little girl on the bus states flatly, "This lady's crazy." The voiceover reads, "Century21.com provides in-depth community information, backed by a 21 point pledge."

A second spot depicts a couple bursting into a home declaring, "This is the one!" only to find the inhabitants have no intentions of putting their house on the market. Undeterred, the home shoppers plow ahead, telling their kids, "Why don't you run upstairs and pick out your bedrooms!" The voiceover reads, "Having to take matters into your own hands to buy a house? CENTURY 21 agents will work to get the right home for you, backed by a 21 point pledge."

The third spot shows the perils of "mass marketing" when it comes to getting the right buyers to consider your home. A family creates a detour from the interstate through their cul-de-sac in an effort to get people to come to their open house. Instead, they create a massive traffic jam. The man of the house sheepishly says, "Seemed like a good idea at the time." The voiceover follows, "Is your real estate agent leaving you to fend for yourself? CENTURY 21 agents are committed to getting as many qualified buyers as possible, backed by a 21 point pledge." All of the spots end in the tagline, "Real Estate For Your World."

About CENTURY 21 Real Estate LLC

CENTURY 21 Real Estate LLC (http://www.century21.com/) is the franchisor of the world's largest residential real estate sales organization, providing comprehensive training, management, administrative and marketing support for the CENTURY 21 System. The System is comprised of over 7,200 independently owned and operated franchised broker offices in more than 35 countries and territories worldwide. CENTURY 21 Real Estate LLC is a subsidiary of Cendant Corporation (NYSE:CD). For more information on Cendant's Real Estate Services Division as well as expert commentary on emerging trends in the real estate industry, visit the Cendant Media Resource Center at http://www.cendant.com/media.

About Lowe New York

Lowe New York has offices in 60 plus countries and an enviable reputation for building powerful brands through outstanding creative work. Lowe New York is the flagship office and is a member of The Interpublic Group of Companies (NYSE:IPG), one of the world's leading organizations of advertising agencies and marketing services companies. http://www.loweworldwide.com/

Source: CENTURY 21 Real Estate LLC

CONTACT: Corey Thomas of CENTURY 21 Real Estate LLC, +1-973-496-7575,
Corey.Thomas@Century21.com

Web site: http://www.cendant.com/
http://www.cendant.com/media
http://www.century21.com/
http://www.loweworldwide.com/

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