New campaign for The Australian: ‘Search | Know | More’
The Australian has launched a new brand campaign aimed at bolstering its reputation for news, opinion and analysis. The new positioning for the brand is “Search | Know | More”
The campaign – created by Archibald Williams – will run online and in print, initially within News Limited’s own portfolio, but extending to other media after next month’s election.
Initial images used in the campaign include shredded documents, an army and people with umbrellas.
Campbell Mitchell, The Australian’s GM of digital and marketing, said in an announcement: “The campaign… reflects our readers’ insatiable appetite for both quality information and the journey to find it. The people who read the Australian Search for answers because they simply need to Know, and they need to know More than they get from sound bites and tweets.”
“The ‘Search | Know | More’ campaign acknowledges the rising role that social media plays in news and information consumption habits, and positions The Australian as a provider of the analysis and information required to verify breaking news.“
The Australian’s CEO Nicholas Gray added: “I’m delighted to be launching this consumer campaign that continues to drive awareness of the unique and vital role The Australian plays in this country.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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It should be Search | Know | Search Again when You Realise the Story You Want Is Behind A Paywall | Find It Elsewhere
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Sounds a bit like Time Out’s tagline for past 3 years – Know more, do more?
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Given the Australian’s sad predictability I would have thought Don’t search/accept mediocrity/stay extremely right wing would be closer to they truth.
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Does Search refers to Hedley Thomas searching for Julia’s elusive AWU email for 18 months in lieu of any other story? That was a great moment in journalism!
I had four friends and family with Aus subscriptions a year ago – I now have none. As the editorial line will always be mindlessly murdoch/liberal, they therefore felt they couldn’t trust it. They are all on SMH/The Age now.
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Yes I find it a bit difficult accepting the Australian’s position that they are the ‘truth’ in news. That is only the case if you have a far right world view and like to have scientific (and other) facts cherry-picked to suit a particular editorial line.
I have been quite surprised at the massive ad campaign that all News Limited mastheads have been running over the last few years. The spend would be really significant, particularly in a period of declining revenues. Just wish they were more transparent with their financial results.
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Buggered if i can remember it but doesnt the new Murdoch campaign sound an awful lot like the current Liberal party 3 word slogan?
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It is typical of the mindset that Chris Mitchell’s message to the market is all about lecturing. His newspaper has the character if a boorish 1950s schoolteacher. I suppose one day they will realise that the web has raised the stakes somewhat on facts and reliability.
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Too right wing, not even leaning right but preaching it.
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It would be nice if this worked, however given New Corp and The Australian lack credibility in some circles it is hard to see how it can.
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If you look at Nic’s recent piece on this site re the Kim Williams departure it hurts the credibility of this campaign.
With sources within News Ltd reporting that Kim was in conflict with the editors for demanding a focus on “facts” rather than “feeling” and that Rupert sides with the editors – well that tells us all we need to know as an audience about whether we are going to “know more” by reading the Australia.
As for “search more” ummm, like anyone else with an Internet connection – I don’t actually need to pay anyone to search out my own information.
I know this is a tired old line but – Marketing your product as “Pay us to do something others do better for free” kinda shows you how desperate things are in ink land.
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You can’t fault them for trying. Wasn’t there a campaign some years back which focussed on the red ‘australia’ logo in the masthead to try and project a sense it was the only national forum for debate?
Courier mail hijacked the go-betweens for ‘your town’ meme, TV ads in Brisbane They left out some words which might not entirely line up with the company image…
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