PHOTO: Great Australian Dream

For the first time in Ray White’s 117-year history, they have rolled out a national television advertising campaign, drawing on their “Great Australian Dream” brand drive and harnessing the talents of Australian actor Rhys Muldoon.

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.

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.

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 Selling Houses Australia. 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.

The ad takes a lighthearted view of Australia’s inability to give its landmarks creative names, instead always falling back on the word ‘great’, and it aims to help make the brand synonymous with the property dreams of all Australians.

Ray White Group Managing Director Dan White said his family always had a difficult relationship with the concept of Ray White as a brand.

“As 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,” said the 46-year-old leader of the fourth generation family business.

“But now Ray White is not only a business defined by its people and family values, it’s 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.