Real estate brokerage brand Re/Max has partnered with retail company Pet Valu to launch a campaign aimed at potential pet parents.

The “Make Moving with Pets” campaign includes a digital guide with tips on how to pack and plan a move, prepare and show a home, what to do on moving day, how to make the new place safe for pets and how to settle in together. The campaign is supported by a 360-degree marketing plan, that includes TV spots, social media content and a contest.  Re/Max will also give a limited number of gift boxes, which include a QR code to access the guide and Pet Valu products. True Media is handling media buying, with Arrivals and Departures on the creative.

Re/Max executive director of marketing Anthony Volpini tells MiC that “the media plan was designed to show that the company’s agents think about every step of the buying and selling process, including pets.” The digital guide was created to provide Re/Max agents with the tools they need to help make their clients’ move as smooth as possible, according to Volpini.

“Pet Valu was an ideal partner for us because they have a wide footprint across the country that matches ours. Not only that, much like our brokers and agents from coast-to-coast they too are neighbourhood experts,” Volpini says. “With over 70% of Canadian households having at least one pet, we knew we needed to find a way to support this group in a meaningful way.”

Re/Max launches this campaign after signing an agreement with the Professional Women’s Hockey League, which made the company and its Canadian realtors the official real estate agents of the league. With that agreement, the company acquired exclusive marketing rights to the league for its inaugural 2024 season, and will run ads during the broadcast of games. It will also place additional ads in the Ottawa and Toronto arenas.