Miller Homes celebrates 75th anniversary with consumer campaign
A two month long consumer campaign to mark the 75th anniversary of developer Miller Homes has begun, spanning social media, radio, press and PR, to drive footfall post the General Election, and the run up to this year’s World Cup.
The ‘Birthday Bonanza’ campaign will begin over a two week period in May, when the house builder will offer visitors to its developments and its website the chance to win holidays, iPods and £7,500 in cash in a bid to maximise the recent upturn in the property market.
The company’s social media activity will also be advance through the campaign in a bid to promote the offer.
In June, regional winners of the eight holidays will be given the chance to win the cash prize with visitors to the website deciding the winner through a specially created voting application, with every voter being entered into a competition to win an iPod Shuffled with daily draws being made over another two-week-period.
The campaign is being promoted across regional press, six radio networks, geo-targetted Facebook advertising, with PR support alongside regular status updates on Facebook as well as daily Tweets being made and a profile of the winner being added to the company’s YouTube channel.
Sue Warwick, national sales and marketing director of Miller Homes, said; “The property market has certainly picked up this year but we are conscious that the British public has a lot of distractions at the moment - with the General Election, World Cup and then summer holidays.
“We don’t want to lose momentum at this critical stage in our business recovery so opted to invest in a completely new type of marketing initiative for us, as a business.
“It seemed appropriate to wrap this up in our 75th anniversary celebrations which kicked off internally in November last year.”