GREENWOOD VILLAGE, CO: Fleishman-Hillard has been hired by Re/Max International, a major franchisor of real-estate offices in 43 countries, to heighten the brand's visibility among consumers and the business press.
Re/Max, in a four-month search, considered nine of the 10 largest agencies in the US before picking Fleishman because of the knowledge it exhibited about the real-estate business, said Dave Liniger, chairman and founder of Re/Max.
Liniger said Fleishman will put seven to eight people on the account.
He wants the agency to concentrate on reaching consumers and the business press, stressing the productivity and quality of Re/Max salespeople. He also expects PR to focus on the community involvement of Re/Max's 80,000 salespeople, as well its major corporate philanthropic undertakings.
The company is a major contributor to the Children's Miracle Network, the Race for the Cure, and a wildlife museum in the Denver area where its headquarters are located.
Liniger also maintains a private golf course near Denver that he makes available to various charities for fundraising events. Last year, 21 charities raised $5 million on his course, called Sanctuary.
"Community citizenship is very important to the organization. We need that story to keep being told," he said.
Local Re/Max operations often take on their own PR help, and some may now switch to Fleishman because of the parent company's decision to work with the agency, Liniger noted.
Re/Max has 4,400 offices. Liniger said it is the largest privately owned real-estate company in the world.