Ray White Group’s latest campaign ‘marks a shift for the company’ as it books record media spend
Real estate group Ray White has launched its biggest campaign in its 122-year history, with a media spend of $1.5 million committed in 2024, Mumbrella can reveal.
Consisting of three main campaigns – one in NSW and two in QLD – and commitments to advertising during the AFL, the ‘We Don’t Sell Houses, We Sell Homes’ campaign aims to put the brand’s focus back on the customers.
“For a long time our messaging has references our size or our age – ‘ Australia’s largest real estate group’, ‘120 years worth of experience’,” Todd Alexander, Ray White Group’s head of marketing, explained.
He said the campaign marks a shift in the company’s evergreen campaign offering: “This campaign message is not about us, it’s about our customers.
“This campaign underpins our commitment to our agents’ current sales; it’s far more than a transaction – it’s helping families buy and sell their most important asset,” Alexander explained. “Our data tells us that with the focus on that, the next listing opportunity will come.”
The campaign is NSW is currently live across TV in regional areas and OOH across the state. It’s hoped it will evolve into a nationwide campaign in the future, according to Alexander.
Recognising Ray White’s move from Crows Nest in rural Queensland to Brisbane, Ray White Queensland will also officially launch the ‘Brisbane 100 campaign in May, ahead of the Brisbane 100 Auction Experience in July. Ray White Gold Coast business leaders have also come together for the Gold Coast Auction Experience later this month, with each office contributing a media buy-in between now and May.
In Queensland, the campaign recognises the brand’s history with the state, and again, is positioned for the customers.
“Ray White’s ancestral home is in regional Queensland and we’ve had a strong presence in Brisbane for a century,” said Jason Andrew, CEO of Ray White Queensland.
“It’s an exciting time for Queensland with the Olympics just eight years away, and we’re ready to support its residents as they navigate this momentous journey that will no doubt see more infrastructure and migration.”
Meanwhile, in Victoria, Ray White has entered a partnership with MKTG to advertise during all AFL matches played at the MCG, marking a new era in the brand’s presence across the state.
“This sort of visibility, in one of our most culturally penetrating spaces, is a significant step forward for the group,” said Domenic Belfiore, CEO of Ray White Victoria.
“We’re standing shoulder to shoulder with some of the most recognisable names and brands in the country, and we feel that’s where we belong.”
Finally, in South Australia, Ray White entered into its eighth year of partnership with the Port Adelaide AFL club. This year, Ray White South Australia will offer the ‘House on the Hill’, a hospitality space for spectators, with refreshed branding around the ground.
Ray White’s CEO of South Australia and Northern Territory, Matt Lindblom, said: “Over the last eight years we’ve seen an ever-increasing return on our investment with the club, due to the significantly increased TV coverage, membership numbers, and game day attendance.
“There’s no doubt this is working for us, with our market share in South Australia at an all time high of 22 per cent, which is more than three times our closest competitor.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
AFL
Campaign
Domenic Belfiore
Jason Andrew
media spend
Ray White
Ray White Group
Todd Alexander
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