‘Discover more with us’: Australian mastheads team up for new campaign
Two Australian mastheads have joined forces for a brand new campaign aimed at showcasing its depth of journalism.
Launching in Sydney and Melbourne this week, the campaign, entitled “All Yours” and developed in collaboration with Publicis Worldwide Australia and Taxi Film productions, features flagship content for the Sydney Morning Herald and The Age, including sport and puzzles, as well as notable figures like Kate McClymont and celebrity chef Adam Liaw.
The campaign was inspired by research conducted by the outlets which showed that “audiences are looking for more than core news from their subscriptions”.
“While our mastheads continue to be the destination of choice for trusted, quality journalism and investigations, ‘All Yours’ celebrates the wider range of engaging content that readers are seeking out, and encourages them to discover more with us,” Tory Maguire, managing director of publishing, said.
“Our journalists are driven to deliver the best, extending beyond traditional news — to the way we live-blog the Taylor Swift tour or provide access to the country’s best recipes and reviews with Good Food, we’re passionate about enriching the news experience.”
Vera Straubinger, head of brand and acquisition for publishing, added: “We recognise that our readers want to immerse themselves in content they enjoy anywhere, anytime. We’re excited to bring this to life creatively, showcasing the engaging experience readers can expect as we continue to invest in new ways to bring quality journalism and exciting content to our audiences.”
Over the next eight weeks, ‘All Yours’ will be live across broadcast TV and BVOD, cinema, OOH, transit, retail, print and social, as well as Spotify, LiSTNR and Nine podcasts.
Credits:
Nine Entertainment
Director subscriptions & growth: Kristen Turner
Head of brand & acquisition: Vera Straubinger
Marketing lead brand & acquisition – Metros: Kymberley Joseph
Marketing manager brand & acquisition – Metros: Leah McNeill
Agency: Publicis Brisbane
Managing director: Simone Waugh
Executive creative director: Ryan Petie
Group creative director (copy): Jim McKeown
Creative director (art): David Schaak
Executive production director: Vicki Lee
General manager/chief client partner: Jude Johannesen
Senior account director: Mary Graham
Account executive: Matisse Sipa Borgeaud
Strategy director: Simon Murphy
Strategy director: Swati Shivshankar
Production Company: Taxi Films
Executive producer: Andrew Wareham
Director: Tristan Houghton
Producer: Simone Mackie
DOP: Mark Desiatov
Art director: Laura Elkington
Robot operator: Brendan Isaac
Stills photography: Compadre Pictures
Photographer: Jason Starr
Producer: Katherine Cooke
Retouching: Justin Overall
Post production:
Editor: Tim Eddy
Grade: Kali Bateman
Online/VFX: Barnaby Bretton / Mesh FX
Sound: Ross Batten / Rosco Audio
Original music composition: Jarsonic
Raf Mikolajczyk
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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