‘Location Matters’ in new Domain outdoor display campaign
Real estate website Domain has launched its autumn campaign which celebrates the best Australian locations to live.
The outdoor-focused ‘Location Matters’ campaign is the biggest to date for the property website.
The photographs, captured by aerial photographers Salty Wings as well as Domain’s internal creative team, feature the diverse locations consumers can research to rent and buy properties at across Australia.
As part of the launch, the campaign also promotes Domain’s application and its features including map search, school zones and home price guides.
Melina Cruickshank, chief editorial and marketing officer at Domain, said the campaign aimed to pinpoint location as an important factor when considering property.
“A home’s condition can be changed but the location of a property will always be reflected in the value,” said Cruickshank.
‘Location Matters’ celebrates Australia’s sought-after destinations as well as the Domain app
Cruickshank said the Domain app is key to helping people choose the best place to live. “A home’s location creates desirability. Desirability creates demand and demand creates value.”
John O’Neill, director of sales and marketing at QMS, said the “bold, clear vision” for the channel by the brand will help execute an effective outdoor campaign.
“Quite simply, Domain is leading the way in targeted, relevant and dynamic executions of creative outdoor campaigns and is one of the reasons our industry continues to prosper,” O’Neill said.
‘Location Matters’ will roll out across digital, social and radio as well as across QMS, Adshel, APN and Ooh Media platforms.
This is a generic campaign – great if you’re the market leader but Domain is not. As a challenger brand to REA you need to be competitive and highlight why consumers would choose you – that’s marketing 101 sorry
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Nice work Domain. Completely fresh and smart. I only use the map search on their app. Come along way in messaging.
PS marketing 101 – from what we hear Domain doesn’t look at REA much these days. In fact it’s the other way around!
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Location does matter. I purchased a run down shack near the beach in Melbourne that everyone laughed about for 465,000. We’ve rented it non stop to randoms and spent hardly anything. 9 years on, we’ve just put it on the market for 1.75 million.
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Interesting
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