Welcome to the Contest of Ideas

News Corp Australia

Sydney, Australia

Category Brand Awareness Campaigns

Media associated with this campaign

Overview of this campaign

"We find comfort among those who agree with us, growth among those who don't." - Frank Howard Clark.

Since its inception, The Australian has served as a platform where diverse perspectives collide. We’ve always challenged the status quo and pushed the boundaries of thought.

Key objectives:

1. Renew the Brand Identity:

The campaign establishes The Australian as the ultimate destination for challenging ideas and unconventional thinking, resonating with both loyal readers and a younger, diverse audience. It marks the beginning of a fresh, progressive chapter while building on our legacy of informed and meaningful discourse.

Anchored by the tagline "Welcome to the contest of ideas," the campaign highlights The Australian's unique role as a platform where diverse perspectives converge. It invites readers to engage in critical dialogue, cementing our position as the nation’s premier news source and a champion of thought-provoking journalism.

2. Grow with Purpose:

The brand refresh is the cornerstone of our five-year growth ambition, and it’s about more than just numbers. With a focus on accelerating new subscriber acquisition and driving additional digital revenue, this campaign sets the stage for success. By positioning ourselves as the antidote to ordinary thinking, we’re creating a dynamic space for debate, disagreement, and discovery—fueling meaningful engagement and long-term growth.

3. Engage Two Key Audiences:

The Thoughtfully Informed: To our loyal readers, we’re reaffirming what they’ve always known—The Australian is where logic, depth, and nuance thrive.
The Nation Builders: To the next generation, we’re saying: here’s your invitation to challenge yourself, to leave behind predictable news and embrace something greater.

4. Celebrate 60 Years of Progress:
Launching inline with a milestone anniversary, offering a moment to honor our legacy while embracing the path ahead. It’s a celebration of where we’ve been and a bold step toward our evolution. Progress isn’t a destination—it’s a continuous journey, and we’re inviting our readers to move forward with us.

Results for this campaign

The Australian’s "Contest of Ideas" brand campaign has delivered exceptional results, strengthening our position as the nation’s premier news source and driving meaningful growth in brand preference, awareness, and association.

Brand Preference: Overall preference saw a substantial +20% year-on-year increase, with a remarkable +33% growth among those under 35. This reflects the new brand platform’s strong resonance with both core and emerging audiences.

Awareness: Prompted awareness rose by +2 percentage points, solidifying The Australian as the #1 most recognized news brand in Australia (according to our brand survey). This result underscores the campaign’s extensive reach, strong market penetration, and highly engaging execution.

Pride in Association: Among those under 35, there was a +14% increase in individuals proud to be associated with The Australian, while overall pride grew by +12%. This highlights the campaign’s strong performance—not only driving awareness but also fostering deeper positive sentiment.

Mental Associations:
The campaign successfully shifted perceptions and deepened emotional connections year over year:

"Divert Me" grew by an impressive +41%
"Inspire Me" increased by +17%
"Update Me" rose by +14%
State & Local News saw remarkable growth at +45%, cementing our relevance across Australia.

Brand Statements:
The Australian strengthened its brand equity with notable improvements year over year:

"Is a brand I’m proud to be associated with" increased by +5pts.
"Is a good brand to use when I want to pass the time" grew by +8%.

Decline in Brand Rejection:
The campaign also reduced the number of people who would outright reject using The Australian by 10%, reflecting a broader acceptance of the brand’s refreshed identity.

This data highlights the campaign’s power to not only elevate The Australian’s relevance but also to foster deeper connections with readers, driving us closer to our ambitious goals for growth and engagement.