Collins Bateman sets its sights on growth with first major ad campaign via The Marketing Room

South Australian commercial property firm Collins Bateman has launched its first advertising campaign via The Marketing Room, taking its brand across Adelaide through a ten-week outdoor media campaign.

 

Running across the JCDecaux network, the campaign spans digital billboards, StreetTalk panels, bus backs and Adelaide Airport media.

Built around the headline “Relationships That Move Commercial Property”, the campaign is designed to increase awareness and consideration of Collins Bateman among commercial property owners of industrial, office and retail property who may be considering a sale.

Collins Bateman is an established independent commercial property firm specialising in sales, leasing, asset management and pre-commitment development leasing.

Collins Bateman Founder and Managing Director Stephen Collins said the campaign marked the next stage in the firm’s growth: “We have built Collins Bateman transaction by transaction and relationship by relationship, and we are proud of the position we have reached.

“We have the team, track record and client relationships to take the brand to a broader audience. This campaign is about building on that momentum and making sure more commercial property owners understand what Collins Bateman can bring to their next sale.”

The campaign creative features Sofitel Adelaide, a prominent 32-storey mixed-use development where Collins Bateman currently provides leasing services for commercial tenancies.

The firm recently leased Lot 2 within the Salter Brothers-owned property, with a new restaurant concept set to open at the site and has an ongoing relationship with Palumbo across other property assignments.

Hollie Doran of The Marketing Room, who developed the campaign strategy and copy, said the creative needed to communicate Collins Bateman’s point of difference quickly and clearly: “The challenge was to distil Collins Bateman’s point of difference into a message that could work quickly and clearly in outdoor.

“‘Relationships that MOVE Commercial Property’ captures the role strong relationships play in creating commercial outcomes, while the Sofitel Adelaide image grounds that proposition in a significant client relationship.”

Collins Bateman Partner Nick Edwards said the Sofitel building was a fitting representation of the campaign’s central idea: “The Sofitel Adelaide is a recognisable part of the city skyline, but it also represents the strength of the relationships that underpin commercial property.

“We build relationships that extend beyond individual assignments, working with clients as their property needs and portfolios evolve.

“That is what ‘Relationships That Move Commercial Property’ means to us. Strong relationships create opportunities, build momentum and help deliver better outcomes over the longer term.”

Since its establishment, Collins Bateman has completed sales and leasing transactions across the Adelaide market and developed a growing asset management portfolio.

Its team works with private owners, investors, developers and property investment groups across the Adelaide market, combining local market knowledge with expertise across commercial sales, leasing, asset management and development leasing.

Collins said outdoor media was a natural platform for the firm’s first advertising campaign: “Commercial property will always be a relationship-led business.

“Outdoor gives us the visibility to introduce Collins Bateman to more property owners, while the proposition behind the campaign remains true to how we have operated from the beginning: understand the property, understand the client and stay focused on moving them towards the right outcome.”

The Collins Bateman campaign will run across Adelaide for ten weeks from 27th July.

Client: Collins Bateman
Marketing Manager: Hollie Doran, The Marketing Room
Design and final artwork: Alex Mahon
Outdoor media network: JCDecaux

 

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