Trade Me selects strategy-creative-commercial consultancy The Ghost Writers for new campaign

Trade Me has launched a new Property campaign via The Ghost Writers (TGW), designed to bring clarity and confidence to Kiwi homeowners.

The campaign introduces the Trade Me Property’s app’s latest feature ‘My Homes’. ‘My Homes’ equips homeowners with insights about the value of their home through showcasing market demand alongside local insights including suburb sales and listing activity.

The campaign creative idea of Home Truths that Matter is built around usefulness, honesty, and clear value. Rolling out across digital, radio, out-of-home and social, the work connects product utility with simple, human storytelling, ensuring every touchpoint explains value, not noise.

Trade Me partnered with TGW, a newly launched strategy-creative-commercial consultancy designed for a world that demands agility, clarity, and impact without layers. TGW shaped the strategic spine of the campaign, the message architecture, the feature story, and the creative articulation.

Shelley Smith, Head of Property Marketing at Trade Me, says the partnership created immediate momentum: “TGW helped us sharpen the idea to its core and keep focused on what matters most to buyers and sellers. We moved fast, stayed aligned, and the process was open and collaborative from start to finish. We couldn’t be happier with the outcome”

Says Ged Mahony, co-founder at TGW: “This project shows the power of strategy and storytelling moving at pace and for real impact. Trade Me came to us with clarity and ambition, which let us operate as a single, senior team, no layers, no noise, just the right people focused on the right decisions. When strategy, story, and creative are aligned, the work becomes sharper, more coherent, and more commercially effective. This campaign is a strong example of what a consultancy that thrives on deep client partnerships can deliver.”

Trade Me will continue rolling out the campaign throughout November, with refreshed colourways highlighting each feature and extending the story nationwide.

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