Domain has again taken a swipe at its rival REA Group in its latest work, sayings REA's 'only place' is a 'lonely place'.
REA recently began using the 'only place' slogan in its advertising, following an evolution from its 'this is the place' campaign.
Now, Domain, majority owned by Nine following its takeover of Fairfax, has released its first big ad push, continuing its long-running beef with its rival.
The creative work reads: “The only place is a lonely place without the Australian property industry”, followed by: “Our competitor says it is the 'only place'. We would never saw we do Australian property alone”.
In December news broke that Domain's top marketer Melina Cruickshank would be switching over to REA in August this year.
Cruickshank has been one of the most high-profile leaders of Fairfax-owned Domain and was seen as the right-hand woman to former CEO Antony Catalano. She was not involved with Domain's campaign which was developed after her departure.
Domain's ad
Domain CEO Jason Pellegrino says it felt it was right to take a stand on this “important issue”.
“While our competitor is buying outdoor billboards, newspaper ads and TVCs to say it is the ‘only place’... we would never say we do Australian property alone,” Pellegrino says.
“Domain is proud to work alongside more than 12,000 residential real estate agencies and millions of Australians to help with all of life’s property decisions.
In 2017 REA and Domain ended a court battle after REA, which is majority owned by News Corp, alleged Domain breached Australian Consumer Law with misleading or deceptive ads.
As part of the push Domain is writing to real estate agent partners to highlight their important place in the Australian property industry.
“On behalf of everyone at Domain, we wanted to say thank you to the entire Australian property industry for working together to make Australian property happen, day in and day out,” Pellegrino says.
“Domain has a long history of partnering with the industry to make it better for all. We lead from the front but never forget those who are behind our industry’s success.”
The property business added its products and services will be “turbocharged” with the “new and deeper” partnership with Nine.
Pellegrino says its tie-up with Nine gives it greater opportunities to bring the property industry onto TV to reach Australians.
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