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Primelocation iPad App

publication date: Jun 1, 2010
Download Print claims to be the first sales and lettings portal in the world to offer a property search application for Apple’s iPad.

The app was revealed on the same day the as the iPad’s UK launch on 28 May, in tandem with the portal’s new promotional campaign featuring high-profile fashion models photographed at the Grade II Aynhoe Park in Oxfordshire. This campaign is part of a £13 million investment by parent company The Digital Property Group in its brands during the first half of 2010.

The print advertis will appear in a wide range of national titles including The Daily Mail, Mail on Sunday and Metro plus upmarket magazines including GQ, Tatler, House and Garden and Fabric.

Regional titles are to carry the adverts too including glossy magazines such as Cornwall Today, Leicester Today and a range of Northcliffe newspapers such as the Gloucester Echo – all designed to target prime pockets across the nation, the portal says.

“The new creative concept enhances’s market position as the only property portal to clearly resonate with ‘prime’ searchers,” says Sheraz Dar, Brand Director at The Digital Property Group.

“In the first month of our marketing campaign we’ve already witnessed a 48% spike in visitor enquiries to our member agents; particularly impressive given the pre-election uncertainty.”

Hot on the heels of this campaign is the PrimeLocation application which, if you are lucky enough to have a iPad, is available for free via the iTunes app store. The homepage of the app is dominated by one of the images taken from the new advertising campaign; a model in a blue dress next to a marble statue. Searchers then use the touch screen to frame their house needs and the results are displayed as a rotating spiral that utilises the iPad’s touch screen functionality.