Ray White touts being Australian & family-owned in new campaign

Ray White has released a new campaign titled ‘Proudly Ray White’, created in-house.

The campaign is inspired by Ray White’s long history in Australia, with the brand being 119 years old.

In the 30 second spot, a narrator speaks whilst showing scenes of people celebrating buying houses, ending in the line “Proudly Ray White”.

Ray White marketing manager Todd Alexander said of the campaign: “Last year we diverted from our traditional brand awareness campaign where emotive messaging was at the forefront and focused on data and insights. We found that our customers and our network were keen for knowledge and understanding of what was happening in the property market so the “What are you waiting for?” campaign was born.

“We have again leveraged our data and insights but have also chosen to focus on what makes us different. We are family owned and led and I think for Australians that’s important and something to be proud of.”

Ray White brand manager, David Williamson, commented: “The ‘proud’ concept was something that came directly from our Chairman Brian White – he speaks about the core business values.”

The campaign will be on owned channels, TV, digital (News Corp and Domain) and out-of-home.

In 2020, Ray White’s head of marketing Lisa Pennell departed. Her replacement has not yet been announced.

Back in 2019, Ray White released the Great Australian Dream campaign nationally.


Agency: Walters Macri
Director of Photography: Chris Walters
Creative Direction: Ray White
Editing: Joel Dale
Producer: Romy Papas

Outdoor Media: KWM Media


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