New brand campaign positions The Australian as a nation-builder
"Welcome to the content of ideas"
The Australian has launched a new campaign that implores its readers to “stop, think and explore their own views”.
The ‘Welcome to the contest of ideas’ campaign was developed by News Corp Australia’s in-house creative agency, Roller, and rolls out from Tuesday morning across digital, print, radio, social, TV and outdoor.
“The right to be heard is also the right to be challenged,” a voice-over on the TVC says. “Free speech isn’t noise, it’s contest. Because progress isn’t made in silence.”
In a media release, News Corp’s marketing GM Suz Rolfe said the new brand campaign “decisively evolves the brand platform, challenging assumptions, fuelling ambition, and deepening engagement with audiences invested in the nation’s future”.
The Australian’s new campaign is designed to engage new audiences
The Australian’s publisher and managing director Nicholas Gray said the campaign was designed to engage new audiences, and acts as “a direct invitation to Australians invested in the nation’s future.”
Likewise, editor-in-chief, Michelle Gunn said in the release: “Every day, we take part in the contest of ideas that helps shape our nation.
“We report, interpret and comment on the news, bringing the very best journalism to our subscribers who are looking for clarity that respects their intelligence and perspective.”
Last month, Nicholas Gray spoke at Mumbrella’s Publish conference about the big strategic questions facing the 61-year-old masthead, as it contends with a shifting publishing landscape, an increasingly competitive market, and a fragmented ecosystem.
Mumbrella Pro subscribers can listen to Gray’s insights here.
Credits:
News Corp Australia
Suz Rolfe: General Manager Marketing, Audience & Digital Development
Lara Kamenos: Senior Marketing Manager
Taryn Blackhurst: Marketing Manager
Khushi Chandani: Marketing Executive
Kendall Smith: Head of Media GTM
Emma Crump: Media Manager
Claire Harvey: Editorial Director
Roller
Taylor-Lee Selby: General Manager
Sophia Wilcox: Strategic Creative Lead
Kate Torta: Creative Lead
Sean Vrabel: Creative Lead
Candice Shields: Executive Producer
Marion Kim: Video Editor
James FyfeSmith: Studio Manger
Elaine Nakhle: Designer
Diana Marco: Account Director
Zhen Li: Digital Designer
Production Company: Limehouse
Ashlee Savins: Senior Producer
Jeremy Shaw: Director/DOP
James Lucas: Creative Director
Rhys White & Andrew Brown: CGI Artists
Adam Jones & Maxim Drygin: Compositors
Drew Downes: Colour grade
RMK: Sound
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