{"id":19704,"date":"2019-06-25T09:16:29","date_gmt":"2019-06-24T21:16:29","guid":{"rendered":"https:\/\/propertynoise.co.nz\/au\/?p=19704"},"modified":"2019-06-25T09:16:29","modified_gmt":"2019-06-24T21:16:29","slug":"watch-ray-white-airs-the-great-campaign-on-tv","status":"publish","type":"post","link":"https:\/\/propertynoise.co.nz\/au\/watch-ray-white-airs-the-great-campaign-on-tv\/","title":{"rendered":"WATCH: Ray White airs \u2018The Great\u2019 campaign on TV"},"content":{"rendered":"

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PHOTO:\u00a0Great Australian Dream<\/strong><\/p>\n

For the first time in Ray White\u2019s 117-year history, they have rolled out a national television advertising campaign, drawing on their\u00a0\u201cGreat Australian Dream\u201d<\/em>\u00a0brand drive and harnessing the talents of Australian actor Rhys Muldoon.<\/h4>\n

With almost 800 offices under their banner, Ray White is the biggest property group in the nation, and has long been known as a powerhouse print media supporter with some of its agents and offices long-time newspaper marketers.<\/p>\n

At a time when many other property groups are limiting their marketing dollars in response to perceived softness in some markets, Ray White has committed to a broad-based TV campaign, which was shot in country Victoria around the Great Ocean Road.<\/p>\n

The brand has committed a significant spend to the campaign, which runs across the Channel 7 network in metro Victoria, New South Wales and South Australia and includes a sponsorship of\u00a0Selling Houses Australia<\/em>. In addition, in regional Victoria and New South Wales, the campaign will also air on Channel 9 and Network 10, as well as Foxtel nationally.<\/p>\n

The ad takes a lighthearted view of Australia\u2019s inability to give its landmarks creative names, instead always falling back on the word\u00a0\u2018great\u2019,<\/em>\u00a0and it aims to help make the brand synonymous with the property dreams of all Australians.<\/p>\n

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Ray White Group Managing Director Dan White said his family always had a difficult relationship with the concept of Ray White as a brand.<\/p>\n

\u201cAs a teenager, I can recall my father Brian White bristling at the thought of the business being described as a brand. He thought we had far more important qualities that differentiated us from our competitors than any particular image or design,\u201d said the 46-year-old leader of the fourth generation family business.<\/p>\n

\u201cBut now Ray White is not only a business defined by its people and family values, it\u2019s also a brand. And the brand is somehow independent of the business. It stands on its own and the more integrity it has, the more value it delivers to all of our members.<\/p>\n