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OTM launches new bid to differentiate itself from Rightmove and Zoopla

Company is to spend September blitzing TV, radio, poster and online channels with a revamped version of its original campaign.

Nigel Lewis

onthemarket

OnTheMarket is to launch an advertising blitz during September including a revamped version of its sing-along TV advert which will plug its ‘new and exclusive’ and ’24 hours before Rightmove or Zoopla’ messages much harder.

The campaign is due to start on September 2nd and will reach 29.5 million UK adults via half-minute and 10-second television adverts on ITV, Channel 4, Sky and several online video services.

Fans of dramas and property programmes will soon spot the adverts, which are due to play during ITV’s dramas Sanditon, Deep Water and Martin Freeman’s latest vehicle A Confession.
On Channel 4 it is due to appear during the station’s Grand Designs series.

OnTheMarket is also returning to radio with a national campaign to feature within 500 spots across 200 commercial radio stations.

This will include Heart FM, LBC, Virgin, talkSPORT, Radio X, Kiss FM, and Absolute Radio, as well as many local regional stations.

The marketing blitz will also include Google pay-per-click advertising, a Facebook campaign to promote the portal’s consumer app and a six-sheet outdoor poster splurge in London.

onthemarket

“Our marketing mix is working and it is generating value for our estate and letting agent shareholders and customers,” says Helen Whiteley, Commercial Director at OnTheMarket (left).

“This latest multi-channel activity is designed to build further the levels of awareness of our brand and of our ‘New & exclusive’ proposition among serious property-seekers who are looking for a new home.”

Read more about OTM.

Watch the revamped ad

August 30, 2019

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