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Realestate.com.au goes tactical around speculation that Mick Malthouse will be new Carlton coach

Property site Realestate.com.au is running a tactical ad in the Herald Sun tomorrow based around media speculation that AFL coach Mick Malthouse will be moving to Carlton.

Malthouse was the subject of a story today in the Herald Sun that he will be moving to the Melbourne club by the end of the week, if the two parties can agree on a suitable deal.

The ad, which reads ‘Hey Mick, thinking of moving to Carlton?, was created by BWM.

Another tactical execution is planned for the weekend, but Realestate.com.au was tight lipped on the topic.

The tactical ad is a local incarnation of Realestate.com.au’s national spring marketing campaign, which began with print, radio, digital media and video content, and recently spawned the ‘Tap tap’ TV spot.

Realestate.com.au’s head of marketing communications, Kate Bremner told Mumbrella: “The spring campaign is a national push, with a number of local parts – to reinforce our dominance at a local level.”

“We haven’t done much tactical advertising before. But working with BWM, we’re looking for fun and new ways to expand the brand,” she said.

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