William Pitt and Julia B. Fee Sotheby’s International Realty has  a new marketing campaign, revolving around the mantra “Move Up.”

The new print and digital ads — seen in The Bulletin, among other media outlets — are designed to evoke the aspirational aspects of real estate, targeting everyone from buyers to sellers to agents seeking to work with the company and brand. The firm started rolling out the ads in mid-January in all its markets including Connecticut.

Move Up was chosen for its power to convey the desire among consumers and sales professionals alike to achieve the finest experience in real estate possible.

“The nature of real estate is built upon aspiration, an idea that Move Up perfectly encapsulates,” said Paul Breunich, president and chief executive officer of William Pitt and Julia B. Fee Sotheby’s International Realty. “It captures the essence of who we are as a company and the experience we offer in our mission to represent the mark of success and service for everyone — our agents, employees, community and clients. I am thrilled to introduce this exciting new marketing initiative and its intriguing mantra, which will quickly become a core part of our DNA.”

Move Up is also intended as an invitation to city dwellers to move up to the suburban market areas north of New York City. Depicting imagery of the lifestyle obtainable beyond the city borders, the ads feature taglines such as “The sheer exhilaration that comes with having family over and giving them their own wing.”