The launch of the app, now available to download for free from the App Store, will be promoted using the full spectrum of the marketing mix including public relations, traditional print advertising, online and social media campaigns and a competition. There is also a dedicated iPad page on Primelocation.com and posts about the app on the Primelocation.com blog, where you will be able to download a demo.
The print campaign centres around a light-hearted tagline “Find your dream pad on the iPad”, and encourages users to “view properties with your fingertips”. This will run in dedicated consumer technology and lifestyle titles: The Times Playlist, Shortlist and Independent Information, in addition to national DMGT newspapers: Metro, Daily Mail and The Mail on Sunday. The social media campaign will centre around Twitter and Facebook, the Primelocation.com blog.
Designed and developed in conjunction with We are Friday, the Primelocation.com iPad app brings a new property browsing experience to home buyers, making the most of the iPad’s touch technology and high-resolution screen.
Primelocation.com is working with creative agency Rainey Kelly, media buyers Mediacom and PR agency The Wriglesworth Consultancy.
Chris Boorman, Head of Product Development for Primelocation.com, said: “The launch of the iPad app is our response to the changing way people engaging in property searches. The app has been designed not only as a functional tool to help those actively looking for a new home, but also as a lifestyle enhancer for those simply wishing to browse prime properties in a particular area.
“The creative for the app campaign was conceived to tie in our current print campaign and helps to cement the brand as a high-end property portal. The marketing campaign will embrace all aspects of online promotion as well as the more traditional advertising methods, to capture the key target audience for this app: 18 to 34-year-old, male, early adopters of the iPad.”
The app is available now for free from the App Store on iPad at or via Primelocation.com.
To celebrate the app launch, Primelocation.com is giving away an 8GB iPod Touch in a prize draw. To enter into the draw for a chance to win, visit the Primelocation property blog before Wednesday 30th June. Further details and terms and conditions for the draw are also available on the blog.
