Kay & Burton celebrates 80th anniversary with newly launched spring campaign via Tofu

One of Victoria’s oldest boutique agencies Kay & Burton is turning 80 and has just launched a new spring campaign with the tagline “Making real estate an art form since 1938″. The campaign was created by Tofu.

Says Rosemary Shisler, senior marketing manager, Kay & Burton: “We started with the fact it was our 80th anniversary in 2018, so we wanted to celebrate that legacy, but also we knew we wanted to focus on the art-form concept and our established relationship with the NGV (National Gallery of Victoria). The result is like you are walking the homes on a gallery tour.”

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There are no faces or names, no sweeping hero shots, only meticulously chosen and executed shots of the fine, micro details of its three prestige house locations. Voice-over commentary takes viewers on a whimsical journey that feels more private gallery tour than open house.

The real estate industry is constantly changing and long gone are the traditional ways of selling real estate. What has made the biggest impact on the real estate industry has been technology says joint managing director, Ross Savas.

Adds Savas: “The explosion of the internet and surrounding technology changed the direction of the real estate market. Portals like Domain and REA ensured our reach and information can be uploaded to clients faster than ever before. Hand held devices have saved time for agents and they no longer need to be in the office to check emails and messages. A game changer for most professions but critical for agents.”

The campaign includes a range of digital and video-related platforms, along with the support of hand-picked large-format outdoor sites and print advertisements that will drive awareness. The digital activities will include FB/IG audience extension, BVOD across 9Now and News Corp’s premium sites, including Vogue, GQ, Wall Street Journal, the Australian, Market Watch, Kidspot, Buro and news.com.au.