Key takeaways:
- Raine & Horne’s expansion has kicked up a gear with the rebranding of Mike Perro Real Estate (MPRE) offices now in the final phase.
- The rapidly expanding Australasian super brand now operates 60 offices across Aotearoa after acquiring MPRE from Liberty Financial in December 2023.
- The rebranding coincides with the launch of the innovative ‘Part of the landscape’ national marketing campaign. This campaign features generative AI imagery that seamlessly integrates Raine & Horne’s iconic Ampersand with Aotearoa’s diverse landscapes, creating a fresh, dynamic marketing approach.
- The campaign has already reached over 800,000 New Zealanders through social media, outdoor advertising, local print, and bus ads, achieving triple the expected online exposure.
Christchurch, New Zealand (27 November 2024) – With the rebranding of all marketing materials and office signage from Mike Pero Real Estate to Raine & Horne entering its final phase, leading Australasian real estate firm Raine & Horne is marking a pivotal milestone for the real estate industry and the super brand’s expansion strategy in New Zealand.
This rebrand coincides with the launch of Raine & Horne’s innovative national brand campaign, ‘Part of the Landscape’, as the firm bolsters its presence across New Zealand. It now boasts 60 offices nationwide after only launching in Aotearoa in April 2023 and following the acquisition of the Mike Pero Real Estate network from Liberty Financial in December 2023.
Mr Angus Raine, Executive Chairman, Raine & Horne, said “Raine & Horne’s powerful, industry-leading technology and systems, combined with Mike Pero Real Estate’s unparalleled local knowledge, will result in unmatched service and value for New Zealand property owners.”
Timely campaign unveils pioneering use of AI to deepen local connections
The highly successful ‘Part of the Landscape’ campaign creatively utilises the power of generative AI to seamlessly weave Raine & Horne’s iconic Ampersand into New Zealand’s diverse and breathtaking landscapes, attracting both local and international interest.
With triple the expected online exposure, the on-going campaign has already been seen by over 800,000 New Zealanders, appearing across social media, outdoor advertising, local print, and buses.
Each execution of the campaign offers a unique interpretation, ensuring engagement and resonance with local audiences. The visually striking advertisements can be adapted to local landmarks as well as seasonal changes.
“The timing of our innovative ‘Part of the Landscape’ campaign couldn’t be better,” said Mr Raine.
“With the rebranding of Mike Pero Real Estate now in its final stages, and office signage changing to Raine & Horne across the country, we couldn’t be more excited to push the boundaries of traditional marketing and engage consumers in a fresh and dynamic way.”
This campaign follows a highly successful nationwide initiative that reached millions of property owners across New Zealand, featuring high-rating radio spots and an engaging social media strategy.
By leveraging popular stations such as Coast, The Hits, NewstalkZB, and Sport Nation, the extensive campaign aimed to connect with up to 80% of the national adult radio audience. In this initiative, 560,800 homeowners were reached at least once, each hearing the radio commercial an average of 18 times over the 3-month duration.
“Our wide-ranging marketing reach allows us to capture potential customers’ attention and reinforce our role in the Australasian real estate landscape.
“Property owners across New Zealand deserve the very best experience when buying, selling, or leasing property. Our in-depth expertise and industry-leading technology ensures our clients receive the very best service, leaving no stone unturned to get the best result.”
Mr Ian Keightley, Head of Operations NZ, Raine & Horne New Zealand adds, “There is significant appetite for another major real estate brand in New Zealand.
“With Raine & Horne’s track record as an industry leader in Proptech, marketing, training, and agency systems, we take pride in offering reliable and market-leading support and resources to our offices and their clients.
“Additionally, our unique and cutting-edge technology ecosystem, featuring groundbreaking AI and social media marketing tool, Amplify, along with our online sales and property management appraisal platform, DigiKitPlus, is proving highly popular with real estate principals seeking new ways to grow their business.”
For more information or to learn about Raine & Horne, please visit https://rh.co.nz/
