Domain’s Property App Takes Centre Stage For Its Spring Campaign

Domain’s Property App Takes Centre Stage For Its Spring Campaign
SHARE
THIS



With peak property season about to kick off, Domain has launched its new spring campaign centred around the new features of its property app, as well as its status as “Australia’s #1 property app”.

Domain will leverage a host of mediums, including the launch of a huge outdoor campaign, an array of new content for social media channels, a TV commercial, an online video content series, as well as extended sponsorships with The Block and radio segments on Macquarie Radio Network.

Among the new features of Domain’s app is individual address search, along with technology that allows users to instantly scan listings from Domain’s magazine.

Outdoor elements

This season, Domain has increased the national buy with QMS, APN Outdoor, JC Decaux, Adshel, Go Transit and oOh!media. Over 2,000 street furniture, billboards, trams and buses will go live during the spring period.

Domain spring 2017 campaign [1]

New online series

From the writers of Domain’s Avalon Now online video series, Domain will release a new series called The Circle, which follows a group of people frustrated with the expense of Sydney and Melbourne property who make the move to Queensland.

The first episode of the six-part series will launch on Thursday 14 September, and will be available to watch on Domain platforms as well as its various social media channels.

TV commercial

Featuring a catchy track Canadian artist Serena Ryder, Domain’s new TVC debuted on Nine’s The Block on Monday.

Created by Domain’s marketing team and DDB Sydney, the 60-second TVC follows the emotion of the inspection and auction experience when searching for a home.

The Block sponsorship

This Spring, Domain is stepping up its sponsorship of Nine’s reality home reno TV show.

Shot at the Domain Melbourne offices, chief economist Dr Andrew Wilson and chief data scientist Nicola Powell hosted a property market lesson with contestants on last night’s episode.

Furthermore, Alice Stolz, Domain’s national managing editor, has joined The Block’s judging panel on the show each week, scoring the contestants’ room reveals and discussing the data around property locations.

Radio partnerships

In radio, Domain will feature in new drive-time radio segments with Ben Fordham and Talking Lifestyle morning shows with John Stanley and Garry Linnell on Macquarie Radio Network.

Over 21 weeks, Domain journalists and economists will appear on the programs aired across six stations around Australia to discuss what’s hot and interesting in property. Domain will also run commercials aired across the Macquarie Radio Network.

The deal adds to Domain’s existing sponsorship agreements with Domain Stadium in Western Australia, the Adelaide Crows AFL team, and more recently, the new Domain Auction House in Sydney’s Double Bay.

Domain’s luxury property magazine re-launch

Launching on Monday 18 August, Domain Prestige will also have a fresh look with glossy cover. The lift-out will continue to be a national magazine, distributed on Wednesdays through the Australian Financial Review, showcasing the best in luxury Australian property.

Domain Magazine AFR lift-out

The refreshed magazine will also include the new Domain app codes, automatically linking properties to their corresponding listing on the Domain app.

Melina Cruickshank, Domain’s chief of editorial and marketing, said: “Spring property season remains a big focus for Domain. With listings on the rise, the property market is set for a big season which is fantastic for both buyers and sellers.

“The Domain property app remains central to our marketing. Our investment in the app means it now delivers almost 60 per cent of our enquiry to agents and vendors.

“Each person now spends an average of 55 minutes per month on our app – strong growth from 30 minutes the prior year. We’re building a loyal mobile audience, with daily app launches also rising over 28 per cent in 12 months.

“We use app launches as a clear indicator of brand engagement, as the product is so core to our business.

“The new Domain app codes, which allow users to instantly scan listings from the Domain Magazine, illustrates why QR codes were ahead of their time and simply waiting for the period where mobile technology became embedded in consumer’s lives.

“With readership to the Domain magazine hitting a new record of 1.63 million, app attribution is important for our customers.

“The Domain app is also front and centre in our new TVC. Mobiles are essential in the property hunter’s hectic spring season, and our snappy TVC shows why searching for property becomes fast and easier when you have the Domain app.”

Please login with linkedin to comment

Virgin

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]