Domain launches Spring campaign with new app at its centre
Two weeks after Fairfax Media announced it would spin real estate cash cow Domain off into separate company, the division is launching its crucial Spring marketing campaign aimed at driving home buyers and sellers to its revamped app.
Domain has also locked in a second year’s sponsorship of Nine’s The Block and will continue to drive its own content offer with the launch of a second online series of Avalon Now.
Melina Cruickshank, Domain’s chief of editorial and marketing, said the push to drive people to the app was aimed at making it the default real estate choice on people’s phones.
“We are hoping that this campaign will generate a lot more excitement and confidence in the property market,” Cruickshank told Mumbrella.
In what world is this shareable? Try putting a marketer in charge of actual marketing rather than a digital ninja if you want something shareable..
Love the subtle hat tip to avalon now (striped shirt)…really clever campaign
I think the “Avalon Now” series if fantastic and creates a buzz about real estate. Great to see the new app features too. Not sure what the old school marketeers gripe is about “shareable”
Domain are making buzz and noise and just look confident. Every bus I get on seems to be Domain. I am off to buy some happy euthanised bacon. Good campaigns!
Ads are funny and Avalon Now pretty bold me-thinks. Well done to the team involved. Domain smashing it.
Judging by the above comments it seems Domain’s marketing team have been busy on the blog. The only way this will get views and hits is by buying them. Unless you like very forgettable work.
In response to “Horse Meat”, it may be that the only people who read and respond to Mumbrella et.al. are those featured and their competitors. No one else gives a toss! We can all make bold statements whn we don’t put our names to them. “Hello” to other 6 people in the universe who visited the website and felt engaged enough to comment
Would be sooo much better if Mumbrella were to disabled anonymous commenting. You might actually attract some interesting debate rather than just nasty comments.
Amazing innovation in property sales and marketing enables privacy also exposure to market and requirements without external influences