Century 21 Real Estate Corporation's Hispanic campaign has expanded this year to include an advertising focus on professional sports venues of significant appeal to the Hispanic community. The campaign is also working toward an increase in the recruitment of Spanish-speaking agents within the individual broker offices.

This year's campaign includes a television spot targeting first-time homebuyers. The campaign tag line "Una inversion para toda la vida," (translates "An investment of a lifetime") addresses the value of homebuyers.

Spanish-speaking agent Marie Story of Century 21 Southern Crescent in Fayetteville has a local 1999 marketing plan parallel to that of the national program. She plans to address local Spanish-speaking communities in South metro Atlanta regarding home ownership. She will also be channeling much of her advertisement through the metro Atlanta Hispanic newspaper Mundo Hispanica in order that she reaches her target market. Story holds a degree in business administration. Marie Story can be reached at Century 21 Southern Crescent at 770-461-5111.

In 1997, the Century 21 System becam the first real estate company to reach out to the Hispanic community through national radio, national television, as well as during various news programs. The 1998 World Cup soccer tournament, the Major League Baseball All-Star Game, Championship Series, and World Series all aired, or will air, commercials during live broadcasts. These commercials feature Century 21 Real Estate Corporation in 50 live radio commercial spots.

"The results of this campaign have been outstanding. Brokers have utilized news articles about the initiative to recruit new sales associates and have generated hundreds of leads through television advertising, radio spots and printed materials targeting the Hispanic community," said Robert Moles, president and CEO of Century 21 Real Estate Corporation.

The Century 21 System intends to further boost its outreach efforts aimed toward the Hispanic community through print media, as well as in print and electronic advertising and collateral.

Development of the Century 21 System's 1998 Hispanic campaign was steered by the System's Hispanic Task force made up of braokers in strategic marketplaces around the country. The initial campaign was produced specifically for a Spanish-speaking audience and addresses the home-ownership concerns of the Hispanic marketplace, the fastest growing demographic in the United States.

Century 21 Real Estate Corporation is the franchiser of the world's largest residential real estate organization, providing comprehensive training management, and administrative and marketing support for the Century 21 System. The System is compromised of more than 6,300 independently broker offices in more than 25 countries and territories worldwide. Century 21 Real Estate Corporation is a subsidiary of Cendant Corporation.

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