News Corp promotes Herald Sun’s Gen Y journalists in new campaign targeting youth

Youth is the focus of the new HeraldSun campaign

Youth is the focus of the new HeraldSun campaign

News Corp has thrown its marketing muscle behind the accomplishments of its youthful team of journalists in a newsroom where more than 30% are under the age of 35 as the Herald Sun makes a play for Gen Y readers uninterested in the writings of columnists such as Andrew Bolt.

In a move aimed at making the newspaper more relevant to younger audiences more used to getting their news fix through Facebook, Twitter and Instagram, the campaign is targeted through outdoor, sporting venues and Facebook.

The campaign features various young writers behind the stories, with the headlines they created superimposed on their faces.

With more established “names”  anchoring the paper and its digital offerings, executives at the Herald Sun were keen to promote the up-and-coming talent who were responsible for original local stories that captured the attention of readers but who were uninterested in the writings of senior columnists.

The campaign is a switch from promoting traditional headline-grabbing columnists such as Andrew Bolt, Andrew Rule and Tom Elliott.

HerladSun campaign 2Under the banner Victoria’s Headlines, young journalists Andrea Hamblin, Tom Minear, Matthew Johnston, David Hurley, Brigid O’Connell and Elissa Doherty are featured with the headlines from their stories printed across their faces.

Emily McGrath, The Herald and Weekly Times general manager of sales, said that using the young talents of the paper was one way to show a new audience that they were reflected in the paper’s staff.

“It’s unlike anything we’ve ever done and brings our young people to the fore; the very same people who campaign for change and make a difference in our community,” McGrath said.

“By featuring our emerging journalists we are demonstrating our commitment to fostering upcoming talent whilst also resonating with our core target audience of young media professionals.”

News Corp Australia general manager marketing for Victoria, Kammeron George, backed the idea of showing off a new generation of journalists.

“We want people to look at the portraits and be affected in such a way that it makes them curious and causes them to build new associations with the people responsible for delivering the news each day” Kammeron said.

The campaign was created by ad agency Cornwell with HeraldSun photographer Tim Carrafa taking the portraits.

Simon Canning

Herald Sun 3

HerladSun campaign 2

Youth is the focus of the new HeraldSun campaign

Youth is the focus of the new HeraldSun campaign


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