Imagine Homes gives media account to Equi-Media

Equi=Media Group has beaten Tri-Direct and All Response Media to win the GBP1.6m through-the-line media account for investment property company Imagine Homes.

Equi=Media Group will be responsible for planning and buying online and offline media designed to drive new customer acquisitions to fulfil Imagine Homes' ambitious 2007 growth plans.

All activity is aimed at new entrants to the managed buy-to-let property market as well as experienced investors looking to expand their portfolio.

Equi=Media will build on the company's existing offline advertising activity in national and specialist press by adding outdoor advertising and promotions.

To achieve a balanced media approach, Equi=Media will also carry out natural and paid-for search activity to drive quality prospects interested in hassle-free property investment to the Imagine Homes website.

This activity is supported by both direct response and brand-oriented online advertising aimed at genuine investors.

All online and offline activity will be integrated to ensure the Imagine Homes managed buy-to-let investment opportunities are efficiently communicated to suitable investors.

Nathalie White, UK marketing manager at Imagine Homes, said: "Equi=Media was awarded the account because of its thorough understanding of direct and digital marketing techniques.

"While we relied mainly on press advertising in the past, we feel confident that our new integrated approach will aid our projected growth this year and in the future." Andrew Burgess, managing director of Equi=Media Group, said: "We redefined our direct and digital services last year, which has resulted in a very strong integrated media offering to which this appointment is testament.

"Imagine Homes recognised that the combination of traditional and digital media planning and buying, search, and conversion marketing is a powerful one and we are confident we'll deliver significant increases in ROI.".

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