Raine & Horne
Real estate
2024
Branding, Campaign, Strategy
Using Generative AI to create a National Brand Campaign for real estate brand, Raine & Horne.
How do you refresh a heritage brand with a legacy across both Australia and New Zealand without losing the equity it’s built over generations? Raine & Horne needed a bold national campaign that would communicate the scale, diversity, and longevity of its presence across both urban and regional markets.
The ask: develop a unifying creative idea that could work across every platform, resonate across multiple regions, and deliver visual punch without feeling like another stock-standard real estate rollout.
The solution was the “Part of the Landscape” campaign, which reimagined Raine & Horne’s iconic ampersand as an integral part of the landscapes it serves. Utilising generative AI technology, the campaign seamlessly integrated the ampersand into diverse settings—from coastal beaches and metropolitan skylines to rural farmlands and desert terrains—symbolising the brand’s omnipresence in the property market.
The campaign launched with an animated brand video, setting the tone for a series of dynamic visuals that were rolled out across digital, print, and outdoor advertising channels. The use of AI allowed for the rapid creation of nearly 4,000 unique assets, each tailored to reflect the local character of Raine & Horne’s 350+ offices across the region. This approach not only ensured visual consistency but also enabled hyper-localised marketing efforts.
Strategic Execution
The campaign’s success can be attributed to several strategic decisions:
- Generative AI Integration: By leveraging Adobe Firefly and advanced prompting techniques, the creative team produced a vast array of localised visuals efficiently, maintaining high-quality standards while reducing production time and costs.
- Scalable Design System: The development of a flexible design framework allowed for consistent branding across various formats and platforms, ensuring that each piece of content, whether a social media post or a billboard, aligned with the campaign’s overarching theme.
- Localised Storytelling: Tailoring visuals to reflect local landmarks and environments fostered a deeper connection with audiences, reinforcing the message that Raine & Horne is truly embedded in the communities it serves.
This campaign stood as a showcase of what’s now possible in creative production — where big ideas no longer have to come with big overheads. With the help of AI-powered asset creation tools, I was able to rapidly produce a huge variety of campaign visuals at scale, while maintaining full creative control over look, tone, and context. Each image is grounded in real geography, yet visually stylised to evoke brand heritage, local pride, and a renewed design sensibility.
The ampersand logo became the conceptual and visual linchpin. In some regions, it appeared as a coastline carved into the sand; in others, as a field of crops, a sculpture on a beach, or a trail etched into bushland. The idea wasn’t just to place the logo into locations, but to integrate it as a believable part of those locations — subtly reinforcing the message that Raine & Horne is truly embedded in the communities it serves.
The project also redefined internal workflows. By combining high-level creative direction with smart use of AI tools and automation, I was able to dramatically reduce production time and cost while increasing flexibility. Rather than creating a static campaign locked in at launch, the system supported ongoing expansion — with new assets, locations, and stories easily added over time.
This flexibility allowed us to adapt the campaign for seasonal campaigns, state-based promotions, and agent-level customisation, giving the Raine & Horne marketing teams the tools to localise the story without straying from the brand identity. That’s not just a campaign — that’s a system for long-term brand storytelling.
‘Part of the Landscape’ wasn’t just a visual idea — it was a strategic repositioning. It reinforces the emotional and geographic proximity of Raine & Horne to its audience while also showing the company’s modern edge. From heritage to innovation, from the outback to the CBD, this campaign says: we’re not just in your area — we’re part of it.
Impact and Results
The “Part of the Landscape” campaign achieved remarkable results
- Triple the Anticipated Exposure: The campaign reached nearly 10 million individuals across the South Pacific region, significantly surpassing initial projections.
- Increased Engagement: The campaign generated over 35,000 landing page views, indicating strong audience interest and interaction.
- Boost in Appraisals: There was an 11% year-over-year increase in property appraisals in December 2024, demonstrating the campaign’s effectiveness in driving business outcomes.
- Rise in Listings and Inspections: In July 2024, new appraisals nationally increased by 19%, one of the highest monthly increases for the year.
The “Part of the Landscape” campaign exemplifies how traditional brands can embrace modern technology to rejuvenate their image and deepen their market impact. Through innovative use of generative AI and a strategic focus on localised content, Raine & Horne not only enhanced its brand visibility but also achieved tangible business growth, setting a new benchmark in real estate marketing.
