News Corp unveils TV ads as multi-million dollar subscription campaign revs up

News Corp has unveiled the TV ads that will form a central pillar of its multi-million dollar ‘Extra Extra’ campaign to drive digital subscriptions.

The media company has developed commercials specific to the Daily Telegraph, Herald Sun, Courier Mail and The Advertiser, with the ads to air from Sunday.

The campaign is the work of Archibald Williams which was handed the New Corp creative account earlier this year.

The ads will push News Corp’s Plus subscription packages with the drive coinciding with the launch of iPad apps for the publications.

News Corp Australia group marketing director Damian Eales said the campaign will focus on News Corp’s journalists and columnists which he claimed are the “point of difference” between News Corp and other media firms and publications.

Each ad shows a single commuter on a train with a tablet, with many of the writers then appearing in the carriage as the reader flicks through the app.

“With the TVC, we are illustrating how our next generation metropolitan iPad apps bring the newspaper to life in a creative and imaginative way,” Eales said.

“Our journalists and journalism differentiates us from other news outlets. They are the reason why almost 4.5 million readers come to The Daily Telegraph; more than four million readers go to the Herald Sun; why more than three million readers turn to The Courier-Mail; and why almost 1.7 million readers engage with The Advertiser for the best news, sport and entertainment.

“By having our journalists and contributors feature with prominence in our campaign and TVCs, we are effectively communicating the core of what we offer readers.

“In addition, our recently launched iPad apps complete our multi-platform suite of products included in our digital subscription membership that give readers our unrestricted access to our content on any device at any time of the day.”





Creative agency: Archibald / Williams

Media agency: UM

TVC Production Company: Goodoil Films

Edit & Post Production: Method Studios

Photography Production Company: The Incredible Picture Machine

Sound & Music: Nylon

Retouchers: Outpost


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