Ray White returns to television with its ‘Great Australian Dream’ campaign featuring Rhys Muldoon
Real estate group Ray White has made its return to television advertising after a 30-year hiatus, screening its Great Australian Dream campaign nationally.
The group advertised on Queensland television 30 years ago, but said this is the first time in its 117-year history it has rolled out a national campaign.
The Great Australian Dream campaign featuring Muldoon was rolled out last year across social media and cinema. This year, however, it will run across the Seven Network in metro Victoria, New South Wales, and South Australia. In regional Victoria and New South Wales, it will also air on Nine and Ten. Foxtel will screen the campaign nationally, and it will also involve a sponsorship of Selling Houses Australia.
Ray White said the decision to go national comes at a time when other real estate brands are scaling back their marketing efforts.
“At a time when many other property groups are limiting their marketing dollars in response to perceived softness in some markets, Ray White has committed to a broad-based TV campaign, which was shot in country Victoria around the Great Ocean Road,” a statement from the company said.
Ray White’s head of marketing Lisa Pennell contended consumers still place an enormous amount of trust in TV advertising.
“We’re excited to be bringing our television commercial The Great to audiences across Victoria, NSW and South Australia, having already had great feedback even in the early stages of the campaign,” she added.
“While we’ve long dominated print media through vendor paid advertising, this is our first major brand campaign and it has effectively broken us our of the real estate category and positioned us alongside large, credible businesses from other industries.”
Muldoon shooting the TVC
Ray White Group managing director Dan White noted the family business had previously had a fractured relationship with the concept of branding.
“As a teenager, I can recall my father Brian White bristling at the thought of the business being described as a brand,” White said. “he thought we had far more important qualities that differentiated us from our competitors than any particular image of design.
A print template for The Great campaign for Ray White agents
“But now Ray White is not only a business defined by its people and family values, it’s also a brand. And the brand is somehow independent of the business. It stands on its own and the more integrity it has, the more value it delivers to all of our members.”
He also noted the combined power of branding, advertising and customer experience, to ensure the company’s long-term survival.
Rhys Muldoon behind the scenes shooting the commercial last year
“We realise that a strong and consistent brand alone will not guarantee our future. It will be determined by our ability to create an environment in which every member can thrive and reach their full potential so they can consistently exceed customer expectations,” White said.
“We know that ensuring we effectively market the brand for the benefit of our members, and in mediums that resonate strongly with our customers, is also critical to our future success.”
Doubling down on brand building efforts during a downturn is admirable and something P&G does to reap medium and long term rewards…but only if they can stick with it. Keep that faith!
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