The Post Rebrand
2024 Finalist

The Post Rebrand

Stuff Group

Wellington, New Zealand

Category Print

Media associated with this campaign

Overview of this campaign

The Dominion Post was first published in 1907 at a time of deep injustice for Maori people, and its name celebrated the British Empire’s dominion over New Zealand. 

Building on its 158-year legacy of journalism, The Dominion Post removed the word Dominion and re-emerged as The Post. 

“As an independently owned New Zealand company, we are under no-one’s dominion. New Zealand’s status as a dominion ended in 1945 when we joined the United Nations. It’s time for the word to go,” an editorial said.

We thought carefully about what we wanted The Post to represent now and into the future.”

The change was announced via a special wrap  - Under No-One’s Dominion.

Though the considered decision to make the name change was made after seeking feedback and views from key players in Wellington, the decision to announce it to readers was made quickly after gossip started circulating.

Wanting to control the narrative on the historic rebrand overnight a small team of senior leaders pulled together its creative special wrap, stealing the thunder from competitors.

Its new name embraces the aspiration and uniqueness of NZ and the independence of our journalists, while acknowledging the paper’s heritage status.

It was an exciting year for The Post which continued to build its reputation on the back of the name change as the country’s leading political newspaper. It's the newspaper the politicians and those who want to be influential turn to every morning. If something is going wrong in the capital you can be guaranteed to read it first in The Post - secret council deals, pipe and bus woes, political scheming and scandal, new businesses popping up and the latest news on award winning restaurants to open their doors and close them.




Results for this campaign

The Post rebrand went without a hitch. Sure, there were some detractors, but they were absolutely in the minority. No advertiser walked, subscribers stayed and the plaudits for the change were overwhelmingly positive.

Republican Movement chairman Lewis Holden said the 1907 royal proclamation of dominion status has never been revoked, so technically New Zealand was still a dominion.

Even so, he fully supported the paper's name change.

"It's really a landmark decision by them because of course the dominion status is what came after being a colony, so it's yet another step in the progression towards full independence."

The announcement was widely reported and the editor did many interviews - great coverage to reinforce the strength of the brand in the capital and beyond. 

Internally there was some debate but many journalists had nicknamed the paper The Post anyway.

As part of its rebrand that same month the paper held an event at Parliament to celebrate its name change and the launch of individual websites for The Waikato Times, The Press, and The Post offering a new way for subscribers to access award-winning in-depth journalism.

The paper which walks a fine line each day - delivering national and politically focussed news and local Wellington reporting - and ensuring it’s both insightful and thoughtful, edgy and never dull or boring, also amplified its political and business coverage. That has struck a chord with  an uptake in digital subscriptions for the paper.




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