The Australian launches iPad app campaign featuring paper’s contributors

The Australian has launched a new iPad app with a campaign featuring contributors and writers of the paper which aims to “signify The Australian’s broad coverage of the key issues”.

Created by Archibald/Williams, which is one of the agencies battling it out for the creative account duties for the publisher which is currently out to pitch, the campaign is running across broadcast, digital, social and outdoor alongside a print execution which launched today with a wrap around the paper.

The Australian CEO Nicholas Gray said:  “The Australian has a curious audience who love the thrill of pursuing knowledge and delving deeper to find the full story. We wanted the TVC to represent everything The Australian, in a single edition,offers on an immersive device like the iPad. We have brought this all to life in this layered TVC illustrating the breadth and depth of our content in a highly creative way.”

The new app has moved to Newsstand from the iPad desktop.

“The Australian has been reimagined for the iPad. Early trials of the new app, which engages readers who want a newspaper experience on a tablet, proved a success with reader engagement more than doubling to numbers well ahead of any major news website in Australia. The iPad App clearly represents the best opportunity yet to create a newspaper-like experience in a digital form,” Gray said.




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