Domain Kicks Off 2017 Property Season With Outdoor Campaign ‘Location Matters’

Domain Kicks Off 2017 Property Season With Outdoor Campaign ‘Location Matters’
B&T Magazine
By B&T Magazine



Stunning Australian photography is at the centre of Domain’s new Autumn campaign ‘Location matters’ which launches around the country today.

The outdoor campaign features a beautiful series of photographs from around Australia to illustrate why‘ Location matters’ when looking to buy or rent property.

Domain’s award winning property app remains intertwined throughout the campaigns. The app’s Map Search, School Zones, Home Price Guide and Auction Results are shown as the key tools in providing consumers insights and advantages when searching for the right property location.

Domain’s chief editorial and marketing officer Melina Cruickshank said: “Location is one of the most important factors in the property search process, whether renting or buying.  A home’s condition can be changed, but the location of a property will always be reflected in the value.

“Transport, services, neighbourhoods, beaches, parks and sought after school catchment zones are important factors in the decision making process.

“Domain’s Property App has become such an important utility in helping people select the right location. Map Search, Home Price Guide and School Zones all provide instant information and insights when searching for property. A home’s location creates desirability, desirability creates demand and demand creates value.”

The ‘Location matters’ campaign concept will be rolled out across multiple channels – including digital media, social and radio.

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Domain will work with QMS, Adshel, APN and Ooh! Media to cover buses, trains, trams, billboards and office media across Australia. Over the past two years Domain has focused heavily in outdoor as a key brand advertising channel.

John O’Neill, director of sales and marketing at QMS commented on Domain’s outdoor strategy: “Domain’s bold, clear vision and discipline for simplicity across this channel has resulted in some of the best outdoor campaigns I have seen in my many years working in Media.

“We now have several of Australia’s largest and most well known brands coming to us with the most clear and flattering of briefs — ‘We want to do what Domain have done.’

“Quite simply, Domain is leading the way in targeted, relevant and dynamic executions of creative outdoor campaigns and is one of the reasons our industry continues to prosper.”




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