A new home owner from Buckshaw Village and a bricklayer from Chorley are the latest 'real' people to star in a TV commercial.
Charlotte Dewhurst, who recently bought a new Redrow home, and Ryan Tobin, one of the army of sub-contractors who help build the properties, can currently be seen in an advert that airs on primetime ITV.
Charlotte talks about the 'joy' of owning a brand new home from Redrow's New Heritage Collection, while brickie Ryan expresses the 'pride' that goes into creating a premium product.
They are among a group of customers, staff and trades people taking part in Redrow's new 'Our Pride ~ Your Joy' marketing campaign, which includes national press advertisements and direct email campaigns, as well as the TV commercial.
Charlotte and her husband bought a four-bedroom 'Cambridge' style detached home at The Village Green, part of Buckshaw Village, on the site of the old Royal Ordnance Factory, near Chorley.
Charlotte, 27, said: "I took part in a customer focus group back in July talking about the interior design of the homes. Afterwards I was invited to get involved in the advertisement and because I love our new home so much - it's just perfect for us - I was happy to take part.
"As a consumer, when I've previously seen advertisements supposedly featuring 'real' people, I've not really believed it - now I know differently!"
Ryan, 22, from Great Knowley, is in a better position than most to appreciate the time, effort and pride that goes into building a brand new Redrow home. He began his career as an apprentice bricklayer with the company and now continues to build their homes across Lancashire as a sub-contractor.
"My friends think it's really funny that I'm appearing in the campaign. They say I'll be singing and dancing like Howard from the Halifax next," Ryan said.
"But I genuinely think that Redrow are the best at what they do and that's why I like working for them."
Redrow's advertisements have more in common with well-received campaigns such as B&Q's "Real People, Real Value" and NatWest's "Helpful Banking" commercials, than the more exuberant, all-singing, all-dancing Halifax campaign of a few years ago.
Kim Peters, Redrow's sales and marketing director, commented: "Advertisements featuring real people help bring a 'believability' factor to a company's marketing.
"Everyone connected with Redrow - our staff, consultants, suppliers and the trades people we employ - is proud to provide quality homes, designed and built by people who care; so that our customers can enjoy living in a home that's looks good, feels good, is easy to look after and efficient to run.
"That's what we are looking to convey - and we're grateful to people like Charlotte and Ryan for their help."
In another local link, the creative work for the campaign and the TV commercial itself have been produced by Preston-based advertising, marketing and digital interactive marketing agency, Ainsworth & Parkinson. It follows a series of customer testimonials produced for Redrow.TV, the house builder's own broadband television channel, which was also developed by A&P and recently won the title of Best Marketing Initiative at the 2010 Housebuilder Awards for innovation and excellence.
See Also: Property News (6701), Redrow (148), The Village Green (1), Buckshaw Village (10), Chorley (13)
Date Published: 28 January 2011
Related News
