News Corp promotes its sports journalism credentials in new campaign

News Corp has launched a series of commercials for its flagship newspapers featuring famous sports journalists discussing what makes a good story.

The Herald Sun, The Daily Telegraph, The Courier Mail and The Advertiser are featured as ads which have run in their respective states.

The spots include famous journalists from each publication including Sunday Mail’s chief football writer Michelangelo Rucci, AFL columnist Chris McDermott and chief sports writer for both The Courier-Mail and The Sunday Mail, Robert Craddock.

Each ad is backed by the same instrumental music as the journalists talk about what makes a good story and journalist.

“You need to have a good passion to chase a story, not everyone can access,” Rikki Lee Arnold from The Sunday Mail and The Courier-Mail.

The Works was recently appointed as News Corp’s creative agency of record for its direct marketing while Archibald/Williams still handles brand and retail creative on a project-by-project basis.


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