Rightmove to launch its biggest ever marketing push

Subscriptions to Rightmove will be largely pegged, while a new marketing campaign –  its biggest ever, and unveiled to staff yesterday – is about to be launched.

Miles Shipside, the portal’s commercial director, said of membership fees: “While we have proved Rightmove is a very cost-effective way of reaching a majority of home movers, we have no plans to increase membership rates, outside of those already written into longer term contracts.”

The ‘See More’ campaign, designed to reach 44 million people through television and other advertising, and new window stickers for agents, is worth around £10m.

Launching in late December, it will promote the number and range of properties on its site, and the ease of using Rightmove to find a property.

Kathryn Harris, Rightmove marketing director, said: “At Rightmove, consumers can see more property for sale than any other single place, and during our research phase, that was identified as the single most important thing to home movers.

“See More is intended to encourage home movers to be more confident by seeing the possibilities and information available to them.

“As the UK’s number one property website, with over a million homes for sale, Rightmove is taking a leading role in getting the home movers who make up the almost 40 million visits to our site a month, and more, back into the market through an innovative, integrated, heavyweight campaign that benefits consumers by making it clear we’re where the homes are.”

The campaign starts on Boxing Day, and will kick off with an epic 40 second-long TV advert.  There will also be poster advertising in cities and on London Tubes.

Shipside said: “We think the campaign is bold and confident while still remaining warm and appealing. Our most important task as a company is to drive motivated home-movers to our members, and in this market, there is the added challenge of creating more of those motivated home-movers to begin with.”