Ray White launches multi-state media spend campaign

By AdNews | 5 April 2024

Australasian property company Ray White has just launched its biggest media spend campaign in its 122 year history, with $1.5 million committed across four pillars in 2024. 

The pillars consist of three campaigns - one in New South Wales and two in Queensland - and two commitments to advertising during AFL matches at the MGC and the Adelaide Oval, during Port Adelaide games. 

The "We don't sell houses, we sell homes" campaign has been released in New South Wales across billboards, digital boards and bus advertising, as well as via television commercials in regional areas. It’s hoped it will evolve into a nationwide campaign in the future.

Ray White group head of marketing Todd Alexander said this campaign marked a shift in the company’s campaign offering. 

“For a long time our messaging has referenced our size or our age; ‘Australia’s largest real estate group’, ‘120 years worth of experience’,” Mr Alexander said. 

“This campaign message is not about us, it’s about our customers.” 

Ray White Gold Coast businesses leaders came together for a collective marketing campaign to exemplify the concept of Further Together. The campaign involves a media buy-in from each office from March to May, plus a contribution from the Queensland corporate office, totalling $120,000, which covered a saturation of outdoor advertising on the Gold Coast. 

Ray White Queensland CEO Jason Andrew said the commitment from the Ray White members, as well as from the state team, reinforced the group’s engagement with its home state. 

“Ray White’s ancestral home is in regional Queensland and we’ve had a strong presence in Brisbane for a century,” Andrew said. 

“It’s an exciting time for Queensland with the Olympics just eight years away, and we’re ready to support its residents as they navigate this momentous journey that will no doubt see more infrastructure and migration.”

In Victoria, Ray White entered a partnership with MKTG to showcase Ray White during all AFL matches played at the MCG this year, costing $750,000. Across the season, it’s expected the campaign will reach nine million AFL attendees at the ground, and 46 million total TV audience. 

Ray White Victoria CEO Domenic Belfiore said the AFL media buy marked a new era in Ray White branding across Victoria. 

“This sort of visibility, in one of our most culturally penetrating spaces, is a significant step forward for the group,” he said. 

“We’re standing shoulder to shoulder with some of the most recognisable names and brands in the country, and we feel that’s where we belong.”

In South Australia, Ray White entered into its eighth year of partnership with the Port Adelaide Football Club. This year, Ray White South Australia will offer the “House on the Hill”, a hospitality space for spectators, with refreshed branding around the ground. 

The investment increased as a result of the additional branding and hospitality, resulting in Ray White offices paying an extra $50 per month in their marketing levy to help cover this.

Ray White South Australia | NT CEO, Matt Lindblom, said the enduring partnership continued to be powerful. 

“Over the last eight years we’ve seen an ever-increasing return on our investment with the club, due to the significantly increased TV coverage, membership numbers, and game day attendance,” he said. 

“There’s no doubt this is working for us, with our market share in South Australia at an all time high of 22 per cent, which is more than three times our closest competitor.” 

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