REA Group Limited has announced that it has just signed a national marketing alliance with News Limited.
The company has stated that, the new partnership will see REA Group’s market-leading realestate.com.au brand integrated into the mastheads of 88 News Limited metropolitan, community and regional newspapers, the property sections of which will be rebranded as ‘Realestate’. These newspapers have a combined weekly circulation of 7,153,513.
Interesting that REA Group has chosen to go the route of print marketing, considering that the company has resisted it in the past, and even taken swipes at companies which did. In February PropertyPortalWatch.com reported on domain.com.au having signed a deal with the owners of The Weekly Review, enabling the Domain brand to be rolled out across all publications providing a stronger marketing presence across the high vendor paid advertising areas of Melbourne – a traditional stronghold for the REA Group. At that time, REA Group’s CEO, Greg Ellis, described Fairfax Media’s plans as “mind numbing and what you would expect a number two, who is declining to do”.
Why then is REA Group following in Domain’s footsteps, and going the way of print for its marketing? Are we seeing the roles changing?
“This marketing alliance plays to the strengths of the realestate.com.au brand and News Limited’s media network. By joining forces, we can increase awareness of our brands Australia-wide and offer even greater value to property seekers and our real estate agent customers,” said Paul Simos, REA Group’s General Manager Strategy and Corporate Development.