• New features on Domain app, new TVC, online content series, radio partnerships, The Block sponsorship
Domain has launched a major campaign with this release detailing the highlights:
With peak property season about to kick off, Domain has launched its new spring campaign. Domain will leverage a host of mediums including launching a huge outdoor campaign, an array of new content for social media channels, a television commercial (TVC), an online video content series, as well as extended sponsorships with The Block and radio segments on Macquarie Radio Network.
New features launching in the Domain Property App
Individual address search is now available in the Domain app. This granular, national search function again shows the ongoing focus Domain places in improving the app to help consumers.
Additionally, the app now has new technology that allows users to instantly scan listings from the well received Domain magazine. Since relaunching, the Domain magazine has grown readership to 1.63 million and the app integration is critical in showing advertiser value.
Early trials have seen strong adoption with the in-app QR technology. Agents can now view enquiries the magazine listings receive, via the app – a much wanted granularity in reporting to vendors.
New outdoor campaign – painting Australia green with over 2,000 sites nationally
Domain has openly embraced outdoor as a key brand awareness channel over the last two years. This season, Domain has increased the national buy with QMS, APN, JCDecaux, Adshel, Go Transit and oOh!media. Over 2,000 street furniture, billboards, trams and buses will go live during the spring period.
The Domain app continues to be the highest rated property app in Australia and with bold, green creative, Australia’s #1 Property App will be central to messaging.
New online series The Circle, focusing on Queensland
From the writers of Domain’s INMA-award winning 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 the Sunshine State.
Audiences can expect the same quirky style from Avalon Now that attracted more than four million views on social and won several awards over two seasons. The “supreme angst” of where people choose to live remains the underlying theme throughout this series too.
The first episode of the six-part series will launch on September 14, and will be available to watch on Domain platforms as well as Domain’s various social media channels, which now reach 1.3 million.
Domain debuts new TVC during The Block
Featuring a catchy track from #1 album by Canadian artist Serena Ryder, the new, pacy Domain TVC debuted on The Block this week.
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.
Domain deepens sponsorship of The Block for the third year running
This Spring, Domain steps up sponsorship of Channel Nine’s The Block. This season brings a whole host of clever in-show integration.
Shot at the Domain Melbourne offices, Domain’s chief economist, Dr Andrew Wilson and chief data scientist Nicola Powell host a property market lesson with contestants.
Alice Stolz, Domain’s national managing editor, joins The Block’s judging panel on the show each week, scoring the contestants’ room reveals and discussing the data around property locations.
New Ben Fordham and Macquarie Radio program 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 and more recently, the new Domain Auction House in Sydney’s Double Bay.
Domain’s National luxury property magazine Prestige to relaunch
Under the vision of managing editor Alice Stolz, Domain has reinvigorated the Australian property print experiences in homes and cafes around the country. Readership of the Domain magazine has bucked category trends, and in May readership hit a new record of 1.63 million. The premium content has proven a success with both readers and advertisers.
Launching on August 18, Domain Prestige will also have a fresh look with glossy covers. The liftout will continue to be a national magazine, distributed on Wednesdays through The Australian Financial Review, showcasing the best in luxury Australian property.
The refreshed magazine will also include the new Domain App Codes, automatically linking properties to their corresponding listing on the Domain app, making it even easier for property hunters to find their next home and reinforcing the strength in the Domain app.
Melina Cruickshank, Domain’s chief of editorial and marketing:
“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% 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% 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 – illustrate why QR codes were ahead of their time and simply waiting for the period where mobile technology became embedded in consumers’ 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.
“The team at Domain remain incredibly focused on helping Australians make the smartest and most informed decisions with everything related to buying and selling property.”