‘We would never say we do Australian property alone’: Domain hits out at REA in campaign
Digital property portal and real-estate business Domain has launched a campaign stating “the ‘only place’ is a lonely place without the Australian property industry”.
Calling out one of its direct competitors REA – who ran a campaign stating it is the “only place” to advertise Australian property – Domain has “taken a stand” on the issue and launched a national advertising campaign directed at real estate agency partners.
The full campaign
The ad states: “Our competitor says it is the ‘only place’. We would never say we do Australian property alone.
“We work alongside more than 12,000 real estate agencies and millions of Australians to help with all of life’s property decision.
“Domain is proud to support agents and be part of a vibrant Australian property industry.”
The two campaigns
Jason Pellegrino, Domain’s CEO, said the business felt like it was right to take a stand on the issue.
“While our competitor is buying outdoor billboards, newspaper ads and TVCs to say it is the ‘only place’… we would never say we do Australian property alone.
“On behalf of everyone at Domain, we wanted to say thank you to the entire Australian property industry for working together to make Australian property happen, day in and day out.
“Domain has a long history of partnering with the industry to make it better for all. We lead from the front but never forget those who are behind our industry’s success. As a true business partner, we align our success with agents and the outcomes we deliver for our mutual customers – and we constantly strive to do better for Australian consumers.”
Linkedin
Domain is coming back.
User ID not verified.
Good old Straw Man tactic.. hopefully tightly targeted at B2B (agents). Consumers will just be confused by the mess.
‘A straw man is a form of argument and an informal fallacy based on giving the impression of refuting an opponent’s argument, while actually refuting an argument that was not presented by that opponent.
One who engages in this fallacy is said to be “attacking a straw man.”’
User ID not verified.
Isn’t this a poor mans Catalano stunt? Struggling to understand what Pelligrino is saying. Bizarre.
User ID not verified.
And Realestate will accept and thank Domain for the free coverage.
User ID not verified.
thanks, you learn something everyday. Similar to a politician getting interviewed by a journalist.
User ID not verified.
Domain’s got no clue, as usual.
User ID not verified.
What is Jason Pelligrino taking at stand on?
User ID not verified.
When in doubt, shoot at everyone
User ID not verified.
A soap box?
User ID not verified.
The Chris Isaak version of Only The Lonely is quite respectable.
Released 1996 on the Baja Sessions album.
User ID not verified.