news.com.au launches new campaign, urging consumers to ‘be on it’
News.com.au has launched a campaign, urging consumers to get their news from the site if they wish to “be on it.”
The TVC campaign was developed for news.com.au by Bohemia Group, a subsidiary of M&C Saatchi.
News.com.au managing director, Richard Skimin, said: “Our previous consumer campaign, the news in colour, was really successful for the brand and ran for almost six years celebrating the breadth of news.com.au’s content.”
The website closed out 2020 in third place in Nielsen’s digital content ratings, with a unique audience of 10.4 million, just edged out by nine.com.au with 10.6 million.
“With the launch of our new campaign today, the goal is to shift the focus from us to our audiences. We don’t just want to show what we offer, but rather we want to capture the role that news.com.au can play in our readers’ lives,” continued Skimin.
News.com.au editor-in-chief Lisa Muxworthy said the campaign is designed to reflect how the site talks to its audience every day. She said: “At the heart of what we do is start conversations and you’ve got to be on it to know what Australians are talking about and what matters to them. Our fresh positioning, ‘be on it’, aligns incredibly well with our content and I’m really excited by the opportunity it gives us to grow and diversify our audience.”
Muxworthy was appointed editor-in-chief of news.com.au in December, following the departure of Kate de Brito.
The campaign rolls out today across digital, social and free-to-air, and subscription TV.
Credits:
News Corp Australia
Richard Skimin – Managing Director, news.com.au
Lisa Muxworthy – Editor-in-Chief, news.com.au
Melissa Overman – General Manager Consumer, news.com.au
Gina McGrath – Marketing Director, news.com.au
Bohemia Group
Chloe Schneider – Head of Content, Bohemia
Emily Logan – Content Manager, Bohemia
Caitlin West – Connections Designer, Bohemia
Sophie Price – Head of Integrated Strategy, Bohemia
Cam Blackley – Chief Creative Officer, M&C Saatchi
Avish Gordhan – Executive Creative Director, M&C Saatchi
Brendan Donnelly – Creative Director, M&C Saatchi
Richard Donovan – Creative Director, M&C Saatchi
Nick Jacobs – Head of Planning, M&C Saatchi
Laura Jones – Senior Account Director, M&C Saatchi
Andrew Perry – TV Producer, M&C Saatchi
Gemma Heyes – Executive Integrated Producer, M&C Saatchi
James Jamias – Design Director, M&C Saatchi
Production
Production Company: AIRBAG
Post House: White Chocolate
Sound Studio: Song Zu, Sydney
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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