Savills launches major ad campaign with Doctor Foster star on board

High-end global property firm Savills has unveiled a major new multi-channel creative platform for its residential business.

The agency says it will run as both ‘a national advertising campaign and local marketing programme’.

The company says it knows there are two main determining factors for potential clients when it comes to selling or renting out their property, namely in-depth local knowledge and understanding of an area by local agents, and the ‘global firepower’ of a brand to ensure that their property gets in front of the best audience possible.

With that in mind, the new campaign – which has the strapline “We know your area, because it’s our area too” – will aim to showcase the local knowledge and involvement of Savills people in their local communities, as well as the firm’s track record in both the sales and lettings markets, and local market insights and data.

The campaign will feature poems in addition to illustrations designed by artist Heather Gatley, in order to create ‘a highly targeted and distinctive look and feel for the local markets in which Savills offices are based’.

The poems and illustrations have been commissioned to ‘communicate the core messages of community charm and local knowledge’. These will be tailored depending on location, and the channel in which they feature.

Victoria Bennett, head of marketing and brand at Savills, said: “During the pandemic community spirit was enlightened by a sense of togetherness, and even now that lockdowns are becoming a distant memory, people remain committed to their local areas and supporting local businesses.

“We are keen to bring awareness to existing and potential customers that although what our local offices can offer is a breadth and depth of local knowledge, backed up by the added fire power of a global network. After all, we have more than 100 years of experience in neighbourhoods and streets across the UK.”

Well-known actress Suranne Jones, star of Gentleman Jack, Doctor Foster, Coronation Street, Vigil and Scott & Bailey, has agreed to be the voice of the radio ads, with aspiring buyers and sellers hearing the poems across Global’s digital radio network (including channels such as LBC, Classic and Capital).

In addition to this, the poems will be featured on nearly 90 digital screens located outside of Waitrose stores nationally to try and reach as many local customers as possible.

The advertising campaign will run for the rest of September and into October.