Housebuilder Awards
REDROW Homes used initiative and imagination in delivering its own broadband TV station, said judges of this year’s Housebuilder Awards for innovation and excellence.
Housing developer Redrow took the trophy for ‘Best Marketing Initiative’ in the annual awards scheme, which recognises developers who do things differently.
“Marketing continues to be a hard task in a tough world, but champion Redrow imaginatively utilised the power of TV and the internet to market its homes,” said judges for
Housebuilder Media, the leading information provider for the housebuilding industry and publisher of
Housebuilder magazine.
Developed earlier this year by marketing agency Ainsworth & Parkinson,
Redrow.TV is believed to be a first for the UK housing industry.
Accessed online through a direct URL (
www.redrow.tv) or via Redrow’s existing website (
www.redrow.co.uk), it uses extensive film footage to keep customers up to date with all things Redrow. There are regional news broadcasts - updated weekly - plus films about Redrow developments, show homes and locations.
The most watched content includes a series of short films explaining incentives such as part-exchange and HomeBuy Direct in a straightforward, easy to understand manner.
Kim Peters, Redrow’s group sales and marketing director, commented: “When times are tough there’s a tendency for companies to cut back on advertising and marketing in a bid to save money. However with our agency partners Ainsworth & Parkinson we saw an opportunity to steal a march on our competition and bring our product to a much wider audience. We’re delighted that our investment has been recognised.”
Redrow.TV is available wherever users get broadband – at home, at work, even on their mobile phone.
“It has played an important role in our marketing campaign for the New Heritage Collection, allowing us to really bring the character and quality of these homes into people’s daily lives in an easy to digest manner,” Kim added.
The broadband TV channel was developed for Redrow by north west based advertising, marketing and digital interactive marketing agency, Ainsworth & Parkinson, who continue to manage its operation.
A&P director Chris Walton said: “We’ve tapped into the fact that more and more internet users want to view video content rather than read text. They also want information to be easily accessible - wherever they are. We’ve been active in developing the concept for some time now and it was the perfect fit for Redrow’s marketing needs. We doing everything in house from script writing, film, editing and post production, which means we can keep control of the process and costs, as well as deliver a high quality finished product.”
