Unprecedented times calls for an unprecedented marketing approach. That's why C.A.R.'s new 2022 consumer advertising campaign takes a fresh look at content and media for a complex and ever-changing California real estate landscape.

We've made a creative shift from motivating with OPTIMISM because REALTORS® are there for you to motivating with CONFIDENCE because REATORS® get it, and have the answers. With media, we've also made a shift - from building awareness and educating consumers about the benefits of using a REALTOR® to using media as a mechanism to distribute content that educates consumers and instills CONFIDENCE in REALTORS®.

Taking a multi-pronged approach will allow C.A.R. to surround the homebuying/selling audience in distinct ways. It takes into consideration the rapidly evolving media trends and consumer habits, and recognizes that no two consumers are alike. Here are the highlights of this year's marketing campaign that will educate and engage:

• Branded Content Series: Leveraging comedy as a way to ask questions, raise issues and commiserate on the current real estate challenges, we've created Are We Home Yet? a multi-part episodic series highlighting today's biggest homebuying + selling challenges in California. Featured on Hulu and YouTube, our heroes – actors portraying home buyers and their REALTOR® - are joined by comedian/host Steve Trevino on an entertaining ride as they search for their first home.

• NYTimes Marquee Partnership: We're distilling the California real estate landscape with the New York Times by taking an evolved "traditional" approach to deliver powerful + provocative content. We're leveraging their T-Brand Studios to develop and distribute long, short and podcast content using the New York Times' trusted editorial voice and tone.

• Smartless Podcast Integration: Co-produced by Wondery + Amazon and hosted by Jason Bateman, Sean Hayes and Will Arnett this partnership offers an intimate lifestyle environment to get our message across. Embracing a lighthearted, "trusted" friend approach this is the perfect pairing for C.A.R. integration into podcast content.
  
  
• Champions of Home Consumer Site: redesigned last year, championsofhome.com is a seamless user experience, providing the tips and tools to make home ownership possible. 

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