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Sotheby's plays on Beethoven
Sotheby's International Realty's are running a new radio advertising campaign, created by Naked advertising, which emphasises the brand's internationalism and long-standing establishment by using Beethoven.
"The campaign consists of two separate inserts: one relating to the fact that when Beethoven wrote his first symphony in 1795 the Sotheby's auction house was already 50 years old; the other highlights the fact that Sotheby's International Realty is the only realty brand which you will find listed in the encyclopaedia," said Barak Geffen, Executive Director of Sotheby's International Realty, which is operated by Lew Geffen.
The campaign also aims to educate the South African public about a brand that has been associated with quality and prestige for 260 years.
"After entering the South African realty market just two years ago, much of our success can be put down to international recognition. South Africans who have travelled, and overseas investors who see or hear the Sotheby's name, will ... [make] a host of associations including quality, establishment, tradition and wealth. We hope to transfer these associations through our new advertising campaign to South Africans, many of whom are experiencing the brand for the first time."
