FY27 AD Group

Marketing
Budget

Sept 2026 – Jun 2027
01

The arithmetic.

  • FY27 total marketing budget: Sep to Jun$240,000
  • Luster retainer: Sep + Oct (committed)− $17,000
  • View OOH: Oct + Nov− $100,000
  • Luster retainer: Nov + Dec (extend)− $17,000
  • View Search/Social: Oct + Nov + Dec− $80,000
  • Remaining budget: Jan – Jun ($4,333/mo)$26,000
02

Spend by month.

$100k $80k $60k $40k $20k $0 $8.5k $88.5k $88.5k $28.5k $4.3k/mo Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Luster retainer OOH Search/Social Remaining budget
03

What the launch spend buys.

640k
Addressable people
92%
Reached 1+
51%
Reached 3+/month
$75k
Luster rec. minimum

Four segments sized

  • Lifestyle downsizers all four metros~11k in market
  • Southern-state upgraders Syd, Melb~83k in market
  • Sunshine State upgraders Bris, GC~23k in market
  • Melbourne first-home buyers Melb~28k in market
  • Total in market per year~145k
04

Where the OOH runs.

Add

  • QMN-D433Beecroft, M2
  • QMN-D73Airport Drive, Mascot
  • QMV-D121Camberwell Junction
  • QMV-D553St Kilda
  • QMV-D73Moorabbin (outbound face)
  • QMV-D193South Melbourne
  • QMV-D369Armadale
  • QMV-D81Kew Junction
  • QMQ-D177Kingsford Smith Drive, Hamilton
  • QMQ-D521Graceville
  • QMQ-D433Carina
  • QMQ-D105Surfers Paradise (southbound)
  • QMQ-D113Surfers Paradise (northbound)
  • QMQ-D49Southport
  • QMQ-D121Carrara

Remove

  • QMN-D505Rosehill
  • QMN-D17EastlakesIf this goes, the team would take QMN-D281, M4 outbound at Parramatta, in its place if available.
  • QMV-D753Keilor East
  • QMV-D865Ringwood
  • QMV-D9Moorabbin (inbound face)
  • QMQ-D577Eagle Farm
  • QMQ-D465Woolloongabba
05

OOH creatives.

Brand

The table didn't shrink
The table didn't shrink
Time for a better view
Time for a better view

Downsizers

Downsize house, upgrade postcode
Downsize house, upgrade postcode
The dream, minus the maintenance
The dream, minus the maintenance
Gutters
Gutters

Upgraders

House postcode
House postcode
Brand new homes in pockets you love
Brand new homes in pockets you love
Brake lights
Brake lights
Land for location
Land for location
Live where the weekends happen
Live where the weekends happen
Backyards overrated
Backyards overrated
White picket
White picket
Trade the land
Trade the land

First-home buyers

Social life
Social life
Best first houses
Best first houses
06

Key dates.

31/10
Luster retainer ends 31 Oct.
Nov – Dec
Extend Luster retainer to 31 Dec, aligned with View campaign for media buying, creative direction and production.
30/09
View website launches 30 Sep.
01/10 – 31/12
View Search/Social runs from 1 Oct – 31 Dec.
15/10 – 15/12
OOH placements booked from 15 Oct – 15 Dec.
31/03/2027
Luster Atrium support ends 31 Mar.