Get ready for lots more Jeff Goldblum, aka Brad Bellflower, as CoStar amps up its marketing

Daniel J. Sernovitz
Get ready for lots more Jeff Goldblum, aka Brad Bellflower, as CoStar amps up its marketing

Prepare yourself for a heavy new dose of Brad Bellflower and the "apartmenternet." CoStar Group Inc. (NASDAQ: CSGP) plans to launch a $250 million ad campaign for Apartments.com with actor Jeff Goldblum reprising his role as Bellflower, in a bid to drive more traffic to its multifamily rental website. The District-based commercial real estate technology data firm is upping its marketing spend on the ad campaign, developed by California-based ad agency RPA, by about $100 million. "Over the past few months, our team, RPA and Jeff Goldblum have been working hard to build our 2020 marketing program," CoStar CEO Andrew Florance told investors Tuesday during an earnings call.