Move.com, the relocation and moving
portal of Cendant Corp. (CD),
on Tuesday launched its first national campaign with the tagline “It’s a
better move.”
The campaign, created by Goldberg Moser
O’Neill, will feature three television commercials, as well as print
and radio advertisements. Spending wasn’t disclosed.
Television spots debut this week in 16 markets where people move often,
including New York, San Francisco, Los Angeles, Chicago, and Washington,
D.C. The commercials show characters dealing with familiar living problems,
such as the deadbeat son or intolerable roommate.
“We wanted to create a campaign that establishes move.com as the authority
in online real estate and home-related services,” said John Avery, creative
director at Goldberg Moser O’Neill.
“In addition, we wanted to convey that while relocating can be stressful,
move.com can help relieve that stress through a wealth of information,
tools and services.”
Newspaper ads will appear a few weeks later in USA Today,the Wall
Street Journal and New York Times. Print ads will also run in
national weekly magazines, like People, Entertainment Weekly
and Newsweek.
“The premise behind the ad campaign is that move.com can serve as a
consumer’s ‘friend in need’ – helping them access and understand key moving
and home-related services,” said Scott Deaver, vice president of marketing
for move.com Group.
“These ads build instant recognition for the move.com name while
reinforcing our years of experience offering customers a better way to move.”
As part of the campaign, the move.com logo appears in all advertisements
for network partners Century 21, Coldwell Banker and ERA. Cendant,
move.com’s parent company, owns all of these residential real estate brands.
