Daily Telegraph redesigns with ‘We’re For Sydney’ positioning
The Daily Telegraph has launched a new design and positioning which sees the paper promoted around the message “We’re For Sydney”.
The redesign of the News Limited title includes new fonts and masthead and is backed by an ad campaign across print, outdoor and online created by ad agency AJF.
Editor Paul Whittaker told Mumbrella: “Our city is diverse but the look and feel of today’s newspaper has slipped behind. Our goal is to be for the people of Sydney, a newspaper that reflects the energy and pace of our city is a key step in that journey.”
The revamp is partly based on market research that indicated that readers wanted a positive voice on key Sydney issues.
The Telegraph’s online site has already been redesigned along with the launch of an accompanying mobile site.
In the latest Audit Bureau of Circulation numbers, the Monday to Friday circulation of The Daily Telegraph was 347,722, down 1.84%. Rival Fairfax title the Sydney Morning Herald was 184,613 – down 11.94%.
is that how they’re spelling Barangaroo, with an “e”? Epic fail!
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We’re for Dogs?
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The people of Sydney are essentially happy, optimistic and kind. Stop sh@#*ing on everything that’s good in this city… and maybe the numbers will improve.
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I’m all for Originality …
We’re for Dogs (Pedigree)
We’re for Real (Bakers Delight)
Another bland and meaningless positioning. And it implies that “We’re not for you bogans who live outside Sydney in other areas of NSW”
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It’s a bit naughty for the one agency to roll out near-identical lines for two of their clients:
We’re for Real.
We’re for Sydney.
And of course, TBWA owns the genre with We’re for Dogs, which actually works well on many levels.
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