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Ray White has launched its biggest brand campaign to date, drawing on the franchise’s 119-year history and sheer size in the new collateral.
Representing one of the largest group media buys ever for the network, the campaign, called “Proudly Ray White,” will span social media, digital, press advertising, drop cards, video assets, billboards, bus shelters, and EDM assets.
Developed by Ray White marketing manager Todd Alexander and brand manager David Williamson, the duo said this large-scale effort follows on from a more data-driven approach that was instigated in last year’s marketing push, which responded to buyer feedback during a tumultuous time for the industry.
“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,” Mr Alexander said.
This year, they’re leveraging their data while also drawing attention back to what sets the brand apart.
“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,” Mr Alexander explained.
Further to that, they’d looked for a way to draw attention to the scale of the Ray White enterprise.
“There is also a branding piece around being the largest real estate group in Australasia. We’re proud to help more Australians with their property dreams than any other group and as far as market share goes, we are the biggest by double," he noted.
Mr Williamson added that the messaging resonated with the company because it’s long been a part of the Ray White identity.
“The ‘proud’ concept was something that came directly from our Chairman Brian White,” Mr Williamson said.
“He speaks about the core business values, that at Ray White we aim to be proud of every transaction, proud of our humble beginnings 119 years ago, proud of our leading data and technology offering to customers, proud to still be family-owned today and proud to help more Australians buy and sell their home than any other group.”
ABOUT THE AUTHOR
Juliet Helmke
Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.
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