realestate.com.au has been named the Australian Open’s official real estate partner under a new multi-year deal with Tennis Australia.
The collaboration will allow the property platform, which recorded 13.2 million Australians visitors in November, to connect with millions of fans outside the traditional buying and selling season.
REA Group general manager, audience and marketing, Sarah Myers said the AO is a cultural moment that unites Australians.
“We’re incredibly excited to be the official real estate partner of the Australian Open, an iconic event that captures the nation’s attention and provides an unparalleled platform to connect realestate.com.au with millions of Australian tennis fans,” she said.
“Over the summer months Australians are at home thinking about upgrading, downsizing or making a sea or tree change.”
Tennis Australia chief commercial officer Cedric Cornelis said he is excited to welcome REA to the Australian Open.
“The AO is all about bringing people together, and realestate.com.au is a brand Australians know and trust,” he said.
“This partnership is designed with fans in mind, from fun moments around the precinct to creative storytelling on broadcast, bringing another fun, feel-good element to the AO experience for all fans all summer long.”
realestate.com.au will have virtual on-court signage across Rod Laver Arena, Margaret Court Arena and John Cain Arena, as well as an activation area at The Village precinct.
Fans can take part in the realestate.com.au Rally over finals weekend for a chance to hit with tennis legends and win prizes.
Realestate.com.au has partnered with creative agency 72andSunny to launch a bespoke AO campaign featuring Pat Rafter.
The TVCs show Rafter in the crowd engaging with fans between sets and extend realestate.com.au’s current brand campaign, which taps into the everyday conversations Australians are having about property.
72andSunny chief creative officer Wez Hawes said property is a national pastime in Australia.
“Celebrating realestate.com.au’s partnership with the Australian Open in the stands felt like a natural extension of the brand campaign,” he said.
“Bringing an iconic Aussie brand together with Aussie tennis legend Pat Rafter helped us spark property conversations in a way that’s authentic, fun and memorable – and it’s only getting better as the tournament goes on.”
The outdoor campaign begins at Melbourne Airport arrivals with baggage carousels welcoming fans to ‘Australia’s #1 address in tennis’ while a wrapped tram will travel on routes 70 and 75, taking fans to and from Melbourne Park.
The media rollout, led by Kaimera, includes a broadcast partnership with Nine, giving realestate.com.au prominent integration across broadcast, print and digital coverage of the AO.
“It was important that we didn’t just put our logo on something, but to authentically bring to life the realestate.com.au brand throughout the AO with our partnerships with Tennis Australia, Nine and YouTube,” Myers said.
Credits:
Client: realestate.com.au
Agency: 72andSunny
Media: Kaimera
Production company: Cousin
Executive Producer: Nick Simkins
Director: Ariel Martin
DOP: Stefan Duscio
Post production: Arc Edit
Editor: Laurence Van Camp
Producer: Sally Quade