Dale Alcock Homes undergoes a brand refresh and places its founder at the front of its new campaign

Perth-based Dale Alcock Homes has undergone a brand refresh, bringing its titular founder to the forefront of its marketing.

The new campaign, developed by ANT Marketing, invites homebuyers to ‘feel the difference’ of one of the company’s house designs and the sigh of relief they experience when arriving home.

Tiffany Norton, marketing manager of Dale Alcock Homes, commented on the decision to place Dale Alcock at the front of the new brand and campaign.

“No other building company can claim Dale and all the intrinsic qualities he brings to home building, from his compassion, generosity and dedication, to values such as trust, authenticity, honour and inspiration,” Norton said.

“No one has the opportunity or strength to elicit positive feelings quite like Dale can, so putting him front and centre highlights the brand as both approachable and contemporary.”

“We want to excite and inspire potential homebuyers, renovators and developers and invite them to experience ‘the feel’ of a Dale Alcock home, while increasing awareness and market share through an emotive connection that aligns with the Dale Alcock brand values.

“We’re building on values such as reputation, flair, trust, innovation, quality and that all-important personal touch. There is an aspirational element to the new look and feel, balanced with affordability in a competitive market,” Norton concluded.

The 30-second TVC is supported by 15-second spots that focus on new homes, renovations and developments.

Colleen McNaught, managing director at ANT Marketing, said: “Based on the initial brief, we wanted to not only showcase but educate customers on the differences they experience when they walk into a Dale Alcock home, Improvement or Development.

“Through an emotive direction, from the customers point of view, we focused on warm colours and sensory triggers highlighting the qualities and considerations found in a Dale Alcock home.”

The campaign will run across TV, radio, press and social media. The new branding will also appear on Dale Alcock Homes’ marketing assets.


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