MEDIA RELATIONS

DESIGN

RESEARCH

BRANDING

Scenario

Poised for Growth
Engel & Völkers is a luxury real estate franchise network widely known and respected across Europe for more than 40 years. Upon entering the North American market, the brand quickly established a significant presence in key major markets. As Engel & Völkers’ network in the Americas grew, the brand faced the challenge of communicating its rich heritage and expertise while still remaining true to its core values.

Strategy

Bringing the Brand to Consumers
Since the brand’s inception, Engel & Völkers’ core differentiator has been an acute focus on delivering exceptional client service based on superior local market expertise. Mission Control Marketing developed a strategy to educate consumers in the Americas about the Engel & Völkers brand, as well as the expertise of the network’s real estate advisors.

To execute this strategy we deployed a campaign that consisted of media relations and a national brand advertising campaign.

Media Relations

Engel & Völkers Americas in the News
We started with an aggressive media relations campaign that leveraged company news, executive thought leadership, expert commentary from across the Engel & Völkers network, and exceptional listings to secure media placements business, luxury, lifestyle, and real estate trade publications.

We secured the following results via PR on behalf of Engel & Völkers Americas:

152

Total media placements

54

Media placements in top-tier national media outlets

4.8

Billion impressions

46

Articles in real estate trade media outlets

Creative Campaign

A Bespoke Approach to Real Estate
In bringing Engel & Völkers’ narrative to a North American audience, Mission Control Marketing developed a creative campaign that celebrated the company’s heritage and showcased the bespoke experiences agents throughout the network deliver to their clients today.

Creative Campaign

Conveying Innovation Through Design
In retaining Engel & Völkers’ iconic brand attributes, we looked to modernize their traditional visual concept, and minimalist color palette and typography style in several ways:

A modern tone. The campaign voice spoke to the heritage of innovation and personalization in a modern tone.
The layout. The layouts consisted of more whitespace than previous campaigns, highlighting the brand aesthetic of minimalism and simplicity, which makes it more memorable to the consumer.
Ditching the box. We created an inverted pentagon shape for all imagery, representing an upside-down house, which symbolizes Engel & Völkers’ unconventional and innovative approach to real estate.