The New Year has brought along with it new marketing campaigns for at least two portals so far (New Year, New Advertising Campaign for Zoopla, DPG Launches TV Ad) and now, Citylets joined in with its own heavyweight TV campaign. The Ad – ‘Are You Coming Home?’ – will be broadcast throughout January on STV, Channel 4 (Scotland) and Channel 5 (Scotland) and focuses on the increasing concept of rented accommodation as ‘home’.
Thomas Ashdown, Founder and MD of Citylets, said:
“All the evidence suggests that in Scotland and the rest of the UK rented accommodation will be a long term tenure for many for the foreseeable. It is no longer the assumed stepping stone to home ownership. As such, we wanted to create an ad which had undertones of home life and we hope this is effectively communicated.”
The campaign is the largest by Citylets to date with expenditure in the region estimated to be equivalent to around £1m nationally.
“We are an independent, regional portal covering Scotland and parts of N Ireland. We believe our through the line expenditure on site promotion is on a par proportionally with any of the big 4 UK sites. With independent research showing that 86% of Scottish renters move from within Scotland, we believe this helps explain why Citylets.co.uk is the market leader for rentals. Our product performs well across the whole country from Ayrshire in the South West to Aberdeen in the North East.”
Citylets will be continuing their campaign offline throughout February.
Citylets have also refreshed their website to provide a cleaner search experience. Ashdown commented:
“It’s a bit sharper now and we’re happy with this first phase of the overhaul. The investment in site promotion is the main thing but there is a lot of new functionality for viewers and agents coming online in Q1 and Q2 of this year.”
The ad can be viewed here.