First up, we used PR to amplify the issue. Specially commissioned research we conducted through a psychologist revealed 89% of Australian renters suffered negative psychological effects or ‘Renters Rage’. This news was amplified in the press, enabling us to introduce the ‘solution’ …. the realestate.com.au RENTERS RETREAT - a weekend haven for the rentally fatigued.An extensive online and radio campaign invited people to share their experience of ‘renters rage’ on realestate.com.au . Selected entrants were given a well deserved weekend away at the Renters Retreat, a beautifully rebranded luxury hotel.

October 2007 was a record month for the site with a 7.8% increase in unique visitors. 42% of entrants opted in to receive regular communication, and the campaign achieved significant media coverage with 150+ free, branded and positive news stories. Over 40% of winners wrote very positive thankyou letters and emails.