Raine & Horne makes its mark on Australia in new campaign
Real estate giant Raine & Horne has launched a new cutting-edge brand campaign nationally as part of its significant brand refresh.
The brand’s ‘Part of the Landscape’ campaign uses generative artificial intelligence (AI) to transplant Raine & Horne’s ampersand – the ‘&’ in its name – into Australia’s landscapes. The action was chosen to showcase the real estate “brand’s long-standing presence and deep connection with Australian real estate.”
Generative AI unlocks limitless scenarios for the campaign, allowing it truly reflect the country’s diverse real estate market, while raising awareness of Raine & Horne as an integral presence in the market.
The platform will utilise several marketing channels, such as digital displays, DL mailcards, social media, and window cards, to underpin its message of Raine & Horne’s dedication to service and its heritage.
“With a history of over 141 years, Raine & Horne has stood the test of time, evolving alongside the real estate industry,” said Angus Raine, Raine & Horne’s executive chairman.
“By showcasing our longevity and ability to adapt, we aim to inspire trust and confidence in our brand.”
He added: “The update aims to unify Raine & Horne’s key brands—Residential, Commercial, and Rural—while highlighting the trailblazing reach of our services and our commitment to staying ahead of the curve.
“Our 2024 Brand Refresh and ‘Part of the Landscape’ campaign mark a new chapter, promising an even more resonant, innovative, and customer-centric approach from Raine & Horne to delivering optimum real estate services.”
‘Part of the Landscape’ comes with the onset of the real estate industry’s spring selling season on September 1.
According to the company, July appraisals increased by 19%, marking it as “one of the highest monthly increases for the year to date.” It’s a crucial piece of data that hints at a major spring market for the sector, says Raine.
“The timing for the launch of our exciting and innovative ‘Part of the Landscape’ campaign couldn’t be better, and we are excited to push the boundaries of traditional marketing and engage consumers in a fresh and dynamic way,” Raine said.
“Strategically positioning the Ampersand in iconic landmarks, natural landscapes, and urban environments aims to capture potential customers’ attention and reinforce our role in the real estate landscape.”
The creative campaign also coincides with the brand’s refresh initiative, which is being spearheaded by Shaun Mathieson, Michael Carroll and the company’s in-house marketing team. Brand agency, The EDGE, is offering support for the project.
The rebrand sees Raine & Horne offices across New Zealand and Australia made over with a “sleeker, more sophisticated design”.
Leveraging a gold ampersand and an adaptable white/charcoal colour scheme, the updated look was developed to capture the brand’s growing customer needs and direction, while ensuring that its rich history is up to date for modern audiences.
As the brand’s head of network, Mindy Powell-Hodges, explained, “This comprehensive brand refresh, like the National Brand Campaign, underscores our determination to evolve and adapt, positioning ourselves as innovative leaders in a competitive industry.”
“We had a subtle refresh in 2017, and this update strikes a balance between honouring our heritage and embracing a contemporary and innovative ethos.
“With more than 90 offices joining us in 2023 in Australia and New Zealand, the combination of cutting-edge tools, digital platforms, and a new brand identity place us on the radar for top talent and new offices.”
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