News

Al Jazeera news campaign targets audiences across political spectrum

33009 AJE AUS Ads India Vigilantes 1920x1080 (1)The global managing director of news channel Al Jazeera English Al Anstey says the global broadcaster will launch a brand campaign that will see it target print, outdoor and radio, across various social and political groups.

In an interview with Mumbrella, Anstey said they would be targeting consumers across a spectrum including readers of Fairfax’s The Age and listeners to Sydney’s Radio 2GB.

“We have radio ads on a number of stations Radio 2GB, Fairfax Radio, fine music etc,” Antsy, told Mumbrella.  “What will we see? There will be a number of different levels on print publications. There will be ads in The Australian, Sydney Morning Herald, The Age, we also have a whole series of outdoor placements around the country in Sydney, Melbourne, Adelaide and Perth.”

Asked about the wide political spectrum of typical Fairfax readers compared to 2GB listeners the boss of the Qatar funded TV news network said: “It begs the question – who is our potential audience and who are the people we are reaching out to?”

“I think people are genuinely interested in those serious stories from around the world and are interested in joining the dot. For example why would a guy in Afghanistan make the perilous journey to Australia?” he said.

“Australia is a very intelligent market looking out into the world, making the dots join up and making this directly relevant.”

Anstey said the campaign was built around the idea of stories that connect us with one another.

“Whether you’re looking at a story that we’re doing up the road here in Sydney or in Rwanda or Bangladesh it is the humanity element that connects us,” he said.

In an interview with Mumbrella, yesterday Anstey spoke about the campaign to free three journalists including Australian Peter Greste, in prison in Egypt meant that they “live in hope” for their release.

Some of the outdoor/print executions:

33009 AJE AUS Ads India Vigilantes 1920x1080 (1)33009 AJE AUS Ads Rwanda 1920x108033009 AJE AUS Ads Spain 1920x1080

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.