Swapping LA for Sunderland, a new PR campaign from Rightmove parodies popular Netflix property hits in ‘Selling Sunderland’.

Fronted by Sunderland’s own Charlotte Crosby, the playful parody pokes fun at the glamour of property shows whilst showcasing a range of properties available in Sunderland on Rightmove. Despite not benefitting from LA sunshine, the spot shows the breadth of what Sunderland has to offer, complete with sandy beaches and charming properties.

Charlotte Crosby takes centre stage as a Sunderland local to showcase the listings on offer complete with her heartfelt enthusiasm for her own town. Alongside property experts, Crosby shows three properties at different price points showing the variety and value of the area. 

Sunderland is a popular choice for those looking for a home in the North East, being beaten only by Newcastle and the historic town of Darlington. Yet, across the whole of the UK Sunderland only comes in 38th position in a long list of 50 of Great Britain’s biggest cities. The campaign aims to highlight Sunderland’s potential and encourage property hunters to consider it home.

“We know that the most popular time to browse Rightmove is 8.48pm on a Monday, our platforms peak between 8-9pm each day as many people spend the evening dual-screening, whilst watching their favourite TV show,” explains Rightmove’s Chief Marketing Officer, Matt Bushby. 

He adds: “With Selling Sunderland, we’re having some fun with the property show genre while staying true to our mission of inspiring everyone to believe they can make their move, as with the UK’s largest choice of homes, there is something for everyone on Rightmove. Sunderland’s local charm and expert agents are at the heart of this campaign, and Charlotte’s connection to the city brings it all to life with warmth and humour.”

Selling Sunderland forms part of Rightmove’s latest marketing campaign ‘If they can find it, so can you’, underlining that with the UK’s largest choice of homes, everyone can find a home that fits their requirements on Rightmove.

The campaign combines Crosby’s star power with parody and property education to showcase Rightmove’s market expertise. Using humour to connect with audiences the campaign entertains consumers into considering new property avenues.

Rightmove has embraced an upbeat always on marketing strategy which has seen the brand advertise over Christmas, as well as speaking up during the UK election campaign. 

The UK’s largest property website’s long running campaign, created by Neverland, is based on the insight that the site can find every customer a home.