Ray White releases biggest brand campaign ever

FOCUSING on the different strengths of the group, Australasia’s largest real estate agency has released their biggest brand campaign ever.

The spring campaign, ‘Proudly Ray White’, was created to help service the more than 730 Australian offices under the leading group’s umbrella.And not only is it the biggest campaign ever offered, with more opportunity to leverage the campaign with more marketing materials available for offices nationally, but it also represents one of the largest group media buys to date.The suite of assets will allow Ray White offices to become more interlinked, with QR codes and brand level media assets to an online campaign website which helps direct customers. The offering spans social media, digital, press advertising, drop cards, video assets, billboards, bus shelters and eDM assets.Spearheaded by Ray White marketing manager Todd Alexander and brand manager David Williamson, the campaign was inspired by Ray White’s rich 119 year history and all the things the Ray White Group was proud of as an organisation.Mr Alexander said the campaign also differed from previous offerings in that it highlighted the unique selling points of Ray White.“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,” Mr Alexander said.

“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.

“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.

“I think talking about size and scale is important, as long as you're leveraging it in ways that can support our people and more importantly our customers."Ray White brand manager David Williamson said this campaign was not only about being proud of the transaction but of what the group stands for.“The ‘proud’ concept was something that came directly from our Chairman Brian White - he speaks about the core business values,” Mr Williamson said.“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.“We’re proud of who we are and energised by where we are going.”