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Talk About Icing On The Cake For RE/MAX

The Challenge

Real estate giant RE/MAX wanted to engage and target brides and couples moving towards homeownership but who were finding the price tag for both a house and a wedding prohibitive. As the title sponsor of Canada’s largest bridal show, they needed to create a head-turning experience that would show young brides that, with proper planning and a great agent, they can have their cake and eat it too.

The Solution

MOUSE Marketing developed an award-winning campaign that included a comprehensive deal with Buddy Valastro of TLC’s hit reality TV show Cake Boss.

Buddy captivated the audience by unveiling a jaw-dropping 4x8ft RE/MAX branded cake. The Cake Boss Ultimate Wedding Cake campaign included integrated radio and print advertising, a digital contest, and the opportunity to enter the Ultimate Wedding Cake Contest presented by RE/MAX.

The contest offered a chance to win the wedding cake of your dreams created by Carlo’s Bakery and Buddy Valastro and an onsite VIP meet & greet where brides had the opportunity to get up-close for a personal photo moment. It also included a slice of the cake featuring a beautiful house with a giant RE/MAX balloon hovering over the picturesque home and a groom carrying his bride into their new home.

The Results

The campaign received a National Star Awards for “Best Event in Canada Produced by a Third Party” received over 15 million media impressions (including Global TV news coverage), further expanding brand awareness nationally. And to top it all off, the deal included title sponsorship at the other leading bridal shows.

In this business, the devil’s in the details and believe me these guys get it.
David Brown

VP Marketing, RE/MAX Promotions

Brand impressions
Winning sponsorship strategy
Contest entries