On a national level, the new campaign will target prime audiences within publications such as the Daily Mail and Metro as well as popular lifestyle magazines which include GQ, Tatler, Grazia, House & Garden and Fabric.
The campaign also has a strong regional focus and targets prime pockets by advertising in glossy magazines such as Cornwall Today and Leicester Today and Northcliffe publications such as the Gloucestershire Echo. Online activity includes Mailonline.co.uk, which attracts over 39 million unique browsers per month , in collaboration with sites including thisismoney.co.uk which share a bias towards the Primelocation.com target market.
Sheraz Dar, Brand Director of The Digital Property Group comments: “The new creative concept was designed to enhance Primelocation.com’s market position as the only property portal that clearly resonates with ‘prime’ searchers. We have successfully created a campaign that’s focussed on our core audience of affluent buyers and renters.
“In the first month of The Digital Property Group’s £13million marketing campaign, we’ve already seen a 48% spike in visitor enquiries to our member agents which is particularly impressive given the pre-election uncertainty within the market. Our multi-brand strategy, which positions each of our portals within an established segment of the property market, is delivering even more enquiries and visitors to our member agents.”
The concept was devised by RKCR/Y&R – who count Lloyds TSB, the BBC and Land Rover as clients – in collaboration with photographer Tim Bret-Day whose previous work includes editorials for Marie Claire, Stella Magazine and The Face. Examples of the latest creative campaign from Primelocation.com are attached with this release.
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