20 March 2009
Classifieds website Gumtree is rolling out a multi-platformed campaign to promote its quarterly Gumtree Rental Index. TV property expert Sarah Beeny will be the face of the campaign.
The campaign will include a micro-site, www.gumtree.com/rentalindex, celebrity vodcasts, downloadable content, PR and regional print advertising. The promotion aims to confront the topical issue homeowners who have unexpectedly become landlords out of economic necessity.
Gumtree has around three million visits a month to its rentals section. It publishes its quarterly Rental Index to track rental prices across UK cities and individual London boroughs.
As part of the integrated campaign, Sarah Beeny will host advisory vodcasts for new and prospective landlords on Gumtree.com, as well as a variety of editorial and social media sites such as iTunes and YouTube.
“Editorially, the Rental Index has been a great success and lays a great foundation from which to build a larger, multi-channel marketing campaign,” says Sanjay Balakrishnan, Gumtree’s marketing director. ” As well as attracting new users, the intention of the campaign is to provide advice and consultancy to our existing, enthusiastic body of users in the property section.”
“We have recently started selling premium home-page display advertising space to a number of blue-chip clients, and this campaign is another way of attracting a new type of user to the site. It will also make the site stickier for the large section of the population who already count themselves as Gumtree users.”
The campaign runs alongside other recent developments within Gumtree’s rentals sections. A homepage revamp has made the site more user-friendly, highlighting areas such as “For Sale”, “Property” and “Jobs”, and banner adverts have also been added.
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