News Corp Australia national brand campaign centers around print

By Tony Phillips

News Corp Australia

Sydney, New South Wales, Australia


News Corp Australia recently unveiled the most significant, unifying national brand campaign across all 30 News Corp metro and regional publications, using the power of print to send a strong message to audiences.

As the executive chairman of News Corp Australia Michael Miller said of the campaign: “This is an exciting time for our company, our brands, and their evolution.”

The brand campaign provided an opportunity to re-ignite the company’s story, values, and purpose, and to create an emotional connection with the tagline: “We’re for You.”

“This is the first time we have had one unified voice across all our metro and regional mastheads,” Miller said. “And we are confident the message ‘We’re for You’ will resonate with our readers, our subscribers, our advertising partners, and the News Corp team.”

“We’re for You” is a statement of commitment that gets people thinking and feeling, and gives readers a true sense of belonging to their community.
“We’re for You” is a statement of commitment that gets people thinking and feeling, and gives readers a true sense of belonging to their community.

The goal of the campaign is to reconnect with local communities, as well as to draw out a sense of collective pride in readers’ suburbs, towns, cities, and states.

To launch the campaign on February 19, 2018, each of our 30 editors penned a letter to their readers about what we stand for and what our readers can expect from us. The letters were featured in the print newspapers on pages two and three, in ads in each metro, and on the regional masthead.

Choosing the power of print and the written word to convey such an important message was a strategic decision.

Chris Dore, editor of The Daily Telegraph in Sydney, wrote: “Our journalists and photographers from Macquarie St. to Newcastle, Wollongong, Parramatta, and everywhere in between live and breathe this place. Our greatest stories come from you. Inspired by you, for you. Through The Daily Telegraph, the people of Sydney and New South Wales know we can make a difference, together. We are a newspaper at heart, yes. But we are so much more. We are part of the fabric of this state, and have been for 139 years. We’re for NSW. We’re for Sydney. Most importantly, we’re for you.”

Editors of 30 publications wrote letters to their readers about what the brand represents.
Editors of 30 publications wrote letters to their readers about what the brand represents.

Ben English, editor of the regional Gold Coast Bulletin, wrote in his letter of commitment to readers: “It’s not just about bringing you the breaking news. We also have a role in championing our community, to fight for justice and hold those who lead our city to account. We’ve been the bodyguard of this city since 1885. We will fight for safer streets and better schools, for the best healthcare for all of us. But above all we will listen to you.”

Over the first seven days of the campaign:

  • We placed 70 double-page ads on pages two and three and 36 front-page ads across 30 daily mastheads — a total of 106 print pieces of editorial.

  • We created 80 digital pieces, including 16 online commitment letters that received more than two million impressions.

  • We rolled out the “We’re for You” creative in prominent positions on News Corp’s digital platforms. The print and digital ads continued to highlight important issues and evolve with new statements of commitment and pledges from well-known journalists.

  • We brought launch week to a close with Sunday metro editors publishing another set of double-page letters to readers.

Following that, we launched 15 new TV commercials (15, 30, and 60 seconds) in Sydney, Melbourne, Brisbane, Adelaide, and Hobart to promote The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, and The Mercury. The commercials are tailored to each city, and tap into the places, moments, and methods in which people read the news, with a cover of the universally recognised Beatles’ song, A Day in the Life, to evoke a sense of belonging to a community that knows, shares, and discusses what’s going on in the world.

We hope that when people are humming the tune, they are emotionally connecting to our newspapers as an everyday source of news and information, whether they’re on the go or having a relaxing Sunday read.

In addition, we are supporting the campaign with outdoor advertising across the transit network in Sydney, Melbourne, and Brisbane. We are also running an extensive and complementary radio and cinema campaign.

Overall, the campaign aims to create value for readers and advertisers, giving them reasons to purchase. This is why we reiterate that we’re a trusted news source with first-class journalism delivered by experienced journalists — a place where advertisers get what they pay for and consumers believe what they read.

Over the coming months, News Corp’s focus will be on extending and amplifying the campaign and its messages across print, digital, social, OOH (out-of-home advertising), PR, marketing, and events. We are running television commercials and commitment messages at a range of events, including Sydney Swans and GWS Giants home games throughout the 2018 AFL season; Pride of Australia (one of News Corps community events); Adelaide Festival (an annual arts event); National Rugby League launch events; and on digital screens during the Commonwealth Games on the Gold Coast. 

About Tony Phillips

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