REA : realestate.com.au launches new brand campaign – This is the place

In the launch of its new brand platform, realestate.com.au, Australia's most popular place for property, celebrates the special moments when Australians find their 'place'.

The brand platform was created in conjunction with BWM Dentus, Finch and Mindshare.

Launched in advance of the property market's peak Spring season, the new brand platform will also guide realestate.com.au's brand extension through lifestyle and content development.

Kieren Cooney, realestate.com.au Chief Marketing Officer, commented:

"Our brand needs to work on multiple levels - resonating with the emotion of buying and selling property, while also being able to be very direct and clear about the rational aspects.

"As a business, we deal in emotion. Where people decide to live, work or invest their money are some of the biggest decisions they make - loaded with our hopes and dreams.

"'This is the place' is the phrase so many of us have uttered in that moment when we've found the perfect home after months of looking," Mr Cooney said.

"But clearly there are some simple things you can do to make the experience of buying, selling or renting a place as easy and successful as possible.

"When you're selling your home, you want the most amount of people to see it; when looking for a place to live, you want to make sure you haven't missed any places. And the facts are realestate.com.au is by far and away the best positioned to help people with this.

"We have twice the visits of our nearest competitor - both online and on app1. Over a million people come to us every day2 as a place they can trust to help them on their property journey. And they love the experience once they get here, spending over eight times longer with us than our competitors3."

Belinda Murray, BWM Dentsu Managing Director, commented:

"We value our long-standing relationship with REA Group and what we have created together with 'this is the place'.

"The platform came out of a very Australian desire for a sense of place - achieving that wonderful moment of discovery when you find your 'place' on realestate.com.au."

This is the place - Brand TVC

Phil Mahoney, Media Relations Manager phil.mahoney@rea-group.com

Mob: +61 477 477 233

1 All data vs nearest competitor, Jul-Aug. Web visits: Nielsen Market Intelligence. App launches: Nielsen Digital Content Ratings.

2 Nielsen Digital Content Ratings, daily audience on site & app, Jul-Aug

3 Nielsen Market Intelligence - Home & Fashion, total time on site on realestate.com.au v domain.com.au (May-Jul) (excludes app)