Nation's Top Real Estate Sales Organization Announces National Sports Sponsorship And Promotion Parsippany, NJ (January 9, 1999) - With a record one billion viewers worldwide in 1997 and projected event attendance of 18.8 million by the year...
Nation's Top Real Estate Sales Organization Announces National Sports Sponsorship And Promotion
Parsippany, NJ (January 9, 1999) - With a record one billion viewers worldwide in 1997 and projected event attendance of 18.8 million by the year 2000, motorsports are quickly gaining mass appeal. Securing this ideal marketing opportunity and signaling its entrance into the sports marketing arena, Century 21 Real Estate Corporation today announced it's 1999 sponsorship of a National Hot Rod Association (NHRA) Pro Stock car and driver Tom Martino. Adding excitement and support to the sponsorship, The CENTURY 21( System also revealed the details of its "Drive It Home" national promotion which will award sports cars to consumers in 21 markets around the country while raising funds for the National Easter Seals Society, a non-profit organization that The CENTURY 21( System has supported for over 19 years.
As one of the few non-automotive sponsors in major motorsports and the only NHRA sponsor from the real estate industry, The CENTURY 21( System is uniquely positioned to reach out to consumers and franchisees like never before; further strengthening the leadership role CENTURY 21 holds in the real estate marketplace.
"The CENTURY 21( System is excited about the positioning opportunity this sponsorship presents," says Steve Savino, senior vice president of marketing, products and services for Century 21 Real Estate Corporation. "The CENTURY 21( System's involvement in motorsports marks a serious commitment to utilizing special event sponsorships and in-market promotions to further enhance our awareness and visibility, and thus enhance our image and market share.
In addition to the "Drive It Home" promotion, Century 21 Real Estate Corporation will support the sponsorship with national and local public relations and sponsorship-specific print advertising.
"We are pleased to welcome Century 21 Real Estate Corporation to the NHRA family of sponsors. As our sport continues to grow, we see The CENTURY 21( System as an aggressive national organization that will be tremendously effective in carrying our sport and our message to a new audience. We know their organization overlays perfectly with our geographic markets, and the opportunities to promote our sport, Tom Martino and The CENTURY 21( System create a great synergy. Our fans are extremely sponsor loyal and I'm confident Century 21 Real Estate Corporation will find this venture a rewarding program for their business," said Dallas Gardner, president, NHRA.
The "Drive It Home" promotion will present numerous consumers with a brand new sports car through a 21-market mall tour. There will be a winner at each stop and a national sweepstakes conducted through franchise offices nationwide, except where prohibited by law. Those making a small donation to Easter Seals at each of the mall locations will receive a house-shaped "Drive It Home" game piece. Consumers will peel back the garage door on the game piece and those who see a car will receive a key (21 keys in each market) and the chance to start the car at the end of the week. The one consumer in each of the 21 markets whose key starts the car will drive home in a 1999 sports car.
The promotional mall tour hits the road in February in Phoenix, AZ and finishes mid-November in Pomona, CA, following a cross-country itinerary that coincides with the 1999 NHRA race schedule. The mall events, slated to run for a week before each race, entail a four-day mall display of a replica CENTURY 21( racecar and distribution of "Drive It Home" game pieces. The promotion culminates on the fifth day with a finale event at which Tom Martino will sign autographs and meet fans while a live radio remote broadcasts the exciting moments as each finalist tries his/her key, with the person whose key starts the car getting to "Drive It Home."