Gumtree, the Australian online marketplace, has launched a national brand campaign, known as 'Paint Australia Green'. The campaign, backed by a million-dollar investment from Gumtree, will be displayed on nearly 300 large format sites across Australia.

The campaign aims to restore Gumtree's reputation as a popular brand in Australia and encourages customers to consider Gumtree and Gumtree Cars before making a purchase.

"We are unashamedly going after Australia’s shopping public, and this campaign has been designed to remind them why shopping with us isn’t just a good option, it should be their first option, whether looking for a new bed, a car or a surfboard," said CEO of Gumtree, Tommy Logtenberg.

The campaign will be supported by a digital component and will be displayed in major cities and regional areas. It reflects the company's recent investments in user experience, safety, and upgrades, according to Logtenberg.

"This campaign is big and impacting, and that reflects the changes we’ve been making on the business. We’ve been investing heavily in user experience, in safety, in upgrades across the board, and this campaign speaks to all of that," Logtenberg added.

Aaron Thomas, Gumtree Trade Marketing Manager, who led the project in collaboration with creative consultancy We Meet at Last and strategist Gary Peace, said the campaign will be displayed on approximately 250 large format sites and 1304 bus shelter sites nationally.

"The seven-figure investment will deliver more than 120 million impressions across Australia. It’s a strong, practical demonstration of new leadership within the business and a shared goal of reaffirming Gumtree as a loved and trusted Australian brand," Thomas said.