Official Real Estate Partner of AO26.
Realestate.com.au, has been unveiled as the Official Real Estate Partner of the Australian Open in a multi-year sponsorship deal with Tennis Australia.
In response, REA have collaborated with creative agency 72andSunny, launching a campaign featuring Australian tennis player Pat Rafter.
REA Group general manager audience and marketing, Sarah Myers, said the AO is a cultural moment that unites Australians and provides a great platform to build brand love and trust.
“We’re incredibly excited to be the Official Real Estate Partner of the Australian Open, an iconic event that captures the nation’s attention and provides an unparalleled platform to connect realestate.com.au with millions of Australian tennis fans,” Myers said.
“Over the summer months Australians are at home thinking about upgrading, downsizing or making a sea or tree change.
“Showing up at the Australian Open in a truly integrated way in such a premium environment is an exciting opportunity.
“We know the national conversation anchors to property and sport so it was the perfect fit to bring our two brands together.”
Realestate.com.au receives three times more visits than any other property platform, according to REA.
“We’re excited to welcome REA to the Australian Open,” said Tennis Australia chief commercial officer, Cedric Cornelis.
“The AO is all about bringing people together, and realestate.com.au is a brand Australians know and trust.
“This partnership is designed with fans in mind, from fun moments around the precinct to creative storytelling on broadcast, bringing another fun, feel-good element to the AO experience for all fans all summer long.”
realestate.com.au will have virtual on court signage across Rod Laver Arena, Margaret Court Arena and John Cain Arena as well as an onsite activation area at The Village precinct.
"Property is a national pastime in Australia, so celebrating realestate.com.au’s partnership with the Australian Open in the stands felt like a natural extension of the brand campaign,” said 72andSunny chief creative officer, Wez Hawes.
“Bringing an iconic Aussie brand together with Aussie tennis legend Pat Rafter helped us spark property conversations in a way that’s authentic, fun and memorable and it’s only getting better as the tournament goes on.”
The media rolled out through media agency, Kaimera, including a broadcast partnership with Nine.
As an official broadcast partner, realestate.com.au will feature live in play and sponsor segments including ‘Aussies in action’ and a broadcast tour of Melbourne Park.
"It was important that we didn’t just put our logo on something, but to authentically bring to life the realestate.com.au brand throughout the AO with our partnerships with Tennis Australia, Nine and YouTube,” said Myers.
Credits:
Client: realestate.com.au
Agency: 72andSunny
Media: Kaimera
Production company: Cousin
Executive Producer: Nick Simkins
Director: Ariel Martin
DOP: Stefan Duscio
Post production: Arc Edit
Editor: Laurence Van Camp
Producer: Sally Quade
