Fine & Country is launching a series of TV advertisements on Channel 4 next month in what it believes is the first television ad campaign by a premium brand estate agency.
In an exclusive interview with Estate Agent Today, Fine & Country chief executive Jon Cooke says the four month campaign will take place on Channel 4 “because of the channel’s property content and its demographic.”
Cooke is not revealing the cost of the campaign but could say that filming of the advertisements - “which involves some of our vendors and their properties” - had been completed last week, with the first ads airing ahead of the traditional Easter start of the spring property marketing season.
“It’s going to emphasise the lifestyle and how we’re the premium property brand for people living and working in the UK. It’s going to tell potential vendors and landlords who we are and point them to our website” explains Cooke.
He says the advertisements, which are expected to reach 20.1 million viewers during the course of the campaign between early spring and mid-summer, will be part of a three-pronged approach.
This includes firstly “a very strong online presence in the form of our website”, and secondly “our great experience in print, where we deliver various free publications to homes with G and H banded council tax households” he says.
The third prong will be TV - “this is a natural extension to our brand positioning.”
Until now much of the estate agency advertising on TV has been from online firms and start-ups “but we’re in a very different space to them” explains Cooke.