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Raine & Horne has relaunched its classic tagline “We’ll Look After You” as a guiding principle for its nationwide network, highlighting trust, client focus, and lasting real estate values.
Raine & Horne has permanently restored its timeless tagline, “We’ll Look After You,” as part of its 2026 marketing campaign, recentring the brand principle and clients' commitment across its 350 offices.
Chief executive officer (CEO) of Raine & Horne Group, Chris Nicholl, said the reintroduction of the signature line followed months of consultations within the network and will not be a limited campaign nor a nostalgic nod.
“It was a strategic decision to restate a multidimensional promise that still underpins how we operate today,” Nicholl said.
“The return of the line didn’t come from a big creative workshop. It came from hundreds of small conversations about who we are and where we’re going.”
“We kept searching for the right words to describe our vision for the future, and nothing felt as complete or as honest as what we already had.”
Nicholl said that looking back at the brand’s archives, it was clear that “We’ll Look After You” was still the brand motto, and it made sense to reinstate it.
He said that with the advent of technology, streamlined processes, and artificial intelligence (AI), the network wanted to bring the human side of real estate back to the forefront of the industry.
“In a market shaped by technology, speed and data, trust and human expertise remain the differentiator.”
This campaign reinforces that our investment in marketing, systems and people is all focused on one thing: supporting better outcomes for our clients and our network,” Nicholl said.
The relaunch of the historic tagline will be delivered across the brand's 2026 summer campaign, “We Said It Best”, and will use TV ads from the 1980s and early 2000s.
The network said the old-school ads will be reintroduced across social media and video-on-demand (VOD) platforms including YouTube, and recontextualised for today’s audience.
Executive chairman Angus Raine said the campaign reflects the brand’s 142-year history, built on weathering every property cycle while staying true to the principle that real estate is about people, and people deserve to be looked after.
“Very few Australian businesses can draw on their own history with credibility and confidence. We can, and we should,” Raine said.
“‘We’ll Look After You’ has endured because it reflects a simple truth about how real estate should be done. Markets change, and technology evolves, but at its core, this is a people business,” he concluded.
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