UK market leader rightmove.co.uk has announced the launch of its biggest ever marketing campaign.
The campaign will begin in late December and is modelled around the slogan “See More”.
The campaign is valued at around £10 million and rightmove.co.uk aims to increase its percentage of unique users, which is already 60% of unique users of the most popular portals. The company is hoping the campaign reaches over 44 million people.
Kathryn Harris, Rightmove marketing director, says:
“At Rightmove, consumers can see more property for sale than any other single place, and during our research phase, that was identified as the single most important thing to home movers. ‘See More’ is intended to encourage home movers to be more confident by seeing the possibilities and information available to them. As the UK’s number one property website, with over a million homes for sale, Rightmove is taking a leading role in getting the home movers who make up the almost 40 million visits to our site a month, and more, back into the market through an innovative, integrated, heavy-weight campaign that benefits consumers by making it clear we’re where the homes are.”
The campaign will extend from television advertisements to outdoor building wraps, posters, digital advertising panels in the London Underground, online ads, direct marketing to members and more.
Members can also expect to receive presentations for LCD screens and vendors, window cards and 2009 window stickers in December, and RightmovePlus will be full of information to help members win and retain motivated clients in 2009.
Miles Shipside, Rightmove commercial director, says:
“We think the campaign is bold and confident while still remaining warm and appealing. Our most important task as a company is to drive motivated home-movers to our members, and in this market, there is the added challenge of creating more of those motivated home-movers to begin with. We are confident that our members will ‘See More’ of those in the year ahead.”
In a comment to The Negotiator last week, Shipside revealed that there are no plans to raise membership rates for the portal:
“While we have proved rightmove.co.uk is a very cost effective way of reaching a majority of home movers, we have no plans to increase membership rates, outside of those already written into longer term contracts.”
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