Domain marks territory; splashes multichannel spring campaign

Daisy Doctor
By Daisy Doctor | 2 August 2017

Domain has unveiled a new spring campaign centred around its app, which runs across outdoor, social, television and includes extended partnerships from The Block and radio segments on Macquarie Radio Network. 

Created by DDB Sydney, the campaign follows the emotion of the inspection and auction experience when searching for a home.

The major marketing roll out is supported by a large scale out of home (OOH) push involving QMS, APN, JC Decaux, Adshel, Go Transit and Ooh! Media. Overall, more than 2000 street furniture, billboards, trams and buses will go live during the spring period.

The campaign promotes the new features launching in the Domain property app. Updates mean users can search individual addresses and instantly scan listings. 

Domain is also bolstering its online content, with a new online series focusing on Queensland.

From the writers of the company’s Avalon Now online video series, 'The Circle' follows a group of people frustrated with the expense of Sydney and Melbourne property who make the move to the Sunshine State.

Domain’s chief of editorial and marketing Melina Cruickshank says: “The Domain property app remains central to our marketing. Our investment in the app means it now delivers almost 60% of our enquiry to agents and vendors.

“The Domain app is also front and centre in our new TVC. Mobiles are essential in the property hunter’s hectic spring season and our snappy TVC shows why searching for property becomes fast and easier when you have the Domain app."

In radio, Domain will feature in new drive time radio segments with Ben Fordham and Talking Lifestyle morning shows with John Stanley and Garry Linnell on Macquarie Radio Network.

Over 21 weeks, Domain journalists and economists will appear on the programs aired across six stations around Australia to discuss what’s happening in property. Domain will also run commercials aired across the Macquarie Radio Network.

The campaign follows Fairfax’s relaunch of the Domain branded property assets circulated with the Newcastle Herald and Southern Highland News as glossy magazines rather than newsprint stock, as a move toward a more premium feel across its regional assets.

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