Prudential Real Estate Launches 2000 MediaCampaign.

Business Editors

IRVINE, Calif.--(BUSINESS WIRE)--Feb. 17, 2000

The Prudential Real Estate Affiliates Inc. today announced the launch of its new 2000 national television advertising campaign.

The campaign, which showcases the company's most identifiable features: Prudential

Real Estate sales professionals, the Prudential Real Estate yard sign and the Prudential Rock, will begin airing on Monday, February 21st during ABC's Monday Night Movie: &uot;Ransom,&uot; CBS's &uot;Ladies Man&uot; and on the A& Network. The campaign will resume the following weekend on America's most popular show: &uot;Who Wants to be a Millionaire,&uot; which reaches an average of 28 million viewers.

The three new commercials focus on the Prudential Real Estate yard sign. The yard sign with the Prudential Rock is the company's most identifiable feature and one of the primary instruments in getting a home sold. No one in the industry has the distinctive sign design as Prudential Real Estate. The sign capitalizes on the fact that 98 percent of American consumers are familiar with the Prudential brand.

&uot;The experience of the Prudential Real Estate sales professionals and the familiarity of the yard sign, as well as the power behind the brand can not be overstated,&uot; said John Van Der Wall, president, The Prudential Real Estate Affiliates Inc. &uot;When a consumer sees the blue and white sign with the Prudential Rock Logo, they are assured that with it comes a trusted advisor, with the experience to meet all of their home ownership needs,&uot; continued Van Der Wall.

Prudential Real Estate has created three 15-second TV commercials to air heavily throughout the crucial home buying and selling season. The commercials will be concentrated on Saturday, Sunday and Mondays, before consumers choose a real estate company. This strategy is designed to double the amount of commercials on the air, resulting in more exposure for Prudential Real Estate affiliate members.

Aside from the company's initial launch on ABC, CBS and A&, the commercials will continue to air on ABC, NBC and CBS. A few of the notable programs include &uot;60 Minutes&uot;; NBA basketball on NBC; and the World Figure Skating Championships. In addition, the commercials will appear on various cable networks, such as A&, the Discovery Channel, The Learning Channel, TBS, TNT, The History Channel and the Travel Channel.

The Prudential Real Estate Affiliates Inc. is a leading full-services real estate brokerage franchisor that awarded its first affiliation in 1988. The Prudential Real Estate Network of independently owned and operated companies comprise 42,000 sales associates and brokers in 1,527 offices throughout the United States and Canada.

The Prudential Real Estate Affiliates Inc., with headquarters in Irvine, Calif. is a subsidiary of The Prudential Insurance Company of America. In 1999, the Network generated sales of $92.4 billion. Prudential Real Estate can be found at www.prudential.com.