Real estate firm Ray White has returned to TV advertising in a bid to build its brand around the Great Australian Dream.

The campaign, fronted by actor Rhys Muldoon, is running regionally across Seven in Victoria, New South Wales and South Australia plus sponsorship of its Selling Houses show. It’s running nationally across Nine, Ten and Foxtel.

Ray White managing director, Dan White, said increasing brand value is “critical” to the company’s future.

“Ray White is not only a business defined by its people and family values, it’s also a brand. And the brand is somehow independent of the business. It stands on its own and the more integrity it has, the more value it delivers to all of our members,” he said.

“We realise that a strong and consistent brand alone will not guarantee our future. It will be determined by our ability to create an environment in which every member can thrive and reach their potential so they can consistently exceed customer expectations.”

While the campaign launched last year across social media and cinema, Ray White head of marketing, Lisa Pennell, said consumers still trust TV advertising and the company seeks to leverage its ability to market at scale on channels that might be out of reach of smaller competitors.

“While we’ve long dominated print media through vendor paid advertising, this is our first major brand campaign and it has effectively broken us out of the real estate category and positioned us alongside large, credible businesses from other industries,” said Pennell.