NATIONAL ASSOCIATION OF REALTORS®

The National Association of REALTORS® (NAR) Good Neighbor activation was a novel, strategic, out-of-home (OOH) campaign executed in Times Square, New York.

NAR’s OOH campaign showcased its 2021 Good Neighbor Award winners, recognizing members of the National Association of REALTORS® who have made an extraordinary impact in their community through volunteer work.

Leveraging the NYC ABC SuperSign screen, NAR’s “Good Neighbor” messaging, featured above the Times Square Studio with a “good news” ticker, ran in contrast to the typical stark news of the world. NAR street teams will also hand out special edition “Good News” newspapers from custom-designed newspaper boxes beneath the digital screens all championing the good news of NAR’s good neighbor members.

The campaign also capitalized on the renewed adoption of QR codes to drive members of the public to a landing page where they can view videos that tell the story of each Good Neighbor Award winner and finalist.