Poulter Partners to raise Redrow profile in £1m TV drive

Redrow, one of the UK's largest homebuilders, is moving on to TV in a bid to build its brand in an industry where the major players are largely unknown to consumers.

The £1 million campaign, breaking this week, exploits the emotions aroused when buying a new home with the strapline: "We build only one home. Yours."

Poulter Partners in Leeds produced the advertising. It follows research which highlighted what it said had been a distinct lack of branding in Redrow's market.

The campaign, comprising a 40-second and four ten-second spots, will appear on prime digital channels during the next six months. It was written and art directed by John Dean, the Poulter Group creative director, and was directed by David Eustace for Portraits.

The decision is in line with a media strategy through Sherrard Media capitalising on estimates that more than 70 per cent of potential Redrow customers subscribe to multi-channel television. Print advertising in national lifestyle and consumer magazines will support the TV ads.

Redrow, which is benefiting from a market in which the demand for new homes strongly exceeds supply, has just seen its stock reach an all-time high and recently announced an 18 per cent rise in its interim pre-tax profits.

Meanwhile, the company's recent £30 million acquisition of Tay Homes has enabled it to double its presence in Scotland and Yorkshire.

Simon Bennett, Redrow's group marketing director, said: "The campaign is at the forefront of our plan to introduce our growing homes portfolio and brand values to a much wider audience than we currently reach."