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The foundation of the 2016 Sotheby’s International Realty marketing strategy is content. The brand announced that it is committed to developing and curating content, with a heavy focus on video and delivering it in an omni-channel approach in order to create and maintain global brand recognition and awareness.
“Our 2016 marketing plan was designed with a strategic focus on the consumer, while maintaining our global reach,” said Wendy Purvey, chief marketing officer of Sotheby’s International Realty Affiliates LLC. “Sotheby’s International Realty is dedicated to providing consumers with what they want, when they want it and where, and we are doing so by providing more content, video and mobile integration than ever before, increasing our exposure to real estate intenders around the world.”
Sotheby’s International Realty will readily deliver its content through a variety of platforms such as its distinguished media partners, in both print and online, including: The New York Times, The Wall Street Journal, Bloomberg, Architectural Digest, Mansion Global, Dwell and Elle Décor, as well as the Google Display Network.
In addition, the brand will share custom content on its newly redesigned website, as well as its extraordinary living blog and across its rapidly growing social media channels. The brand also will continue to work with Sotheby’s auction house to produce art and home, a literary collaboration designed to engage readers with sophisticated content related to the art and real estate worlds.
The magazine consists of eight regional editions and has a distribution rate of 250,000 worldwide. “Consumers are now utilizing a variety of avenues in their search for real estate, and this year’s marketing program enables us to connect with a global audience wherever their search may lead them,” said Paul Breunich, President and Chief Executive Officer of William Pitt and Julia B. Fee Sotheby’s International Realty.
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