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Real estate networks in 2025 must be embracing new technologies or otherwise risk being left behind.
Generative AI is rapidly becoming a pivotal tool in advertising, enabling brands to create highly personalised and visually captivating campaigns. As companies like Coca-Cola and Toys R Us have demonstrated, leveraging AI can lead to innovative marketing strategies that resonate deeply with audiences.
Brands looking to stay ahead in this evolving landscape should consider integrating generative AI into their marketing efforts to enhance creativity, efficiency, and engagement. This enables them to position themselves as ahead-of-the-curve leaders in their respective industries, ready to meet the demands of tech-savvy consumers.
Raine & Horne, one of Australasia's most established real estate brands, has successfully adopted the innovative use of generative AI for its latest international brand campaign. The highly acclaimed “Part of the Landscape” campaign, created by Raine & Horne’s internal marketing team, creatively leverages the power of generative AI to seamlessly weave Raine & Horne’s iconic Ampersand into diverse and breathtaking landscapes across Australia, Malaysia, New Zealand, the UAE, and Fiji, as well as each division of Raine & Horne, encompassing Residential, Rural and Commercial.
Demonstrating the success of this advertising effort, an initial pilot campaign achieved triple the expected online exposure, reaching nearly 8 million individuals across the South Pacific region through social media, outdoor advertising and local print. This remarkable success underscores the campaign's effectiveness in engaging audiences and enhancing brand visibility across continents.
The AI-powered campaign captures the stunning landscapes of New Zealand, showcasing snow-capped mountains, volcanoes, ancient glaciers, and Auckland’s iconic Sky Tower. In the UAE, the campaign highlights the emirate’s vast sandy deserts and towering skyscrapers. This campaign encapsulates the essence of each region, attracting both local and international interest.
In Malaysia, the campaign emphasises the southeast Asian nation’s majestic mountain ranges, tropical rainforests, idyllic islands, and the imposing towers of Kuala Lumpur. Meanwhile, in Australia, it seamlessly incorporates world-famous environments such as the Great Barrier Reef and Uluru, located in the nation’s vast red centre. At a local level, the Raine & Horne internal marketing team can creatively leverage this emerging technology to create a greater level of personalised and bespoke marketing assets for their network. Local landmarks and landscapes become the centrepiece for Raine & Horne’s Ampersand, from Bondi to Bunbury.
With other major global brands embracing generative AI, this initiative highlights the growing relevance of this technology in creating impactful marketing campaigns. Raine & Horne’s innovative approach not only sets a new standard in the real estate industry but also positions the brand and its network as a forward-thinking leader on the global stage.
By joining the Raine & Horne network, agents and principals can leverage these cutting-edge technologies and initiatives to stay ahead of the curve and meet the demands of tech-savvy consumers.
For a confidential discussion about how Raine & Horne can help you leverage the latest technologies and position your business for the future, visit rh.com.au/join-us today.
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