Australian Financial Review launches new brand campaign built on idea of ‘know you know’
Fairfax Media’s national business newspaper The Australian Financial Review has launched a new brand campaign, created by The Royals, built around the idea of showcasing the masthead’s deep coverage of business, political and the financial worlds.
The campaign is built around the idea of ‘know you know’ and launched today with a wrap around of the Financial Review newspaper and a home page buyout of the afr.com website.
“The Australian Financial Review talks to Australia’s business people, executive decision-makers, sophisticated investors, political insiders and those who want to be among them,” said Michael Stutchbury editor-in-chief of the Australian Financial Review, in a statement.
https://youtu.be/3t-ADH7Soc0
“We also speak to people who desire success and determinedly seek out trusted information that confers advantage. Know You Know reminds readers of the insider’s view on the issues that only the Financial Review can deliver. Delving deep into the worlds of business, politics, finance, markets, technology and lifestyle gives readers the confidence that they are also in the know.”
Hayley Peacock-Gower Fairfax’s director, subscription brands and consumer acquisition, said: “Know You Know updates and strengthens theFinancial Review’s ‘must-read’ brand promise and puts the Financial Review’s trusted information and insights front and centre.
“Consumers are spoilt for content choice. Yet trusted filters are revered, followed, liked. Consumers value quality content and consider it worth paying for.
“This significant campaign reflects our continued investment in the Financial Review, with recent product innovations such as the re-launched website, app for iPad and the incorporation of Smart Investor content with the masthead.”
A trade marketing campaign aligned with the Know You Know campaign will follow next month.
The campaign will include out-of-home, print and online and social media activity.
Campaign credits
- Strategic consultant: Chris Lorang
- Creative agency: The Royals
but similar in strategy to http://www.leadenhall.com.au
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I doubt it will do anything to turn around the AFR’s plummeting circulation. And with a still large and very well paid editorial staff, I doubt the paper is even breaking even these days.
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Newspapers are in trouble cause print’s old fashioned
No problemo, let’s solve that with a long-copy print campaign…
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Actually latest circ figures show sales of the AFR Weekend jumped significantly recently. Fairfax’s most recent financials show the metro newspaper division has stabilised.
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