News Corp uses Donald Trump images to promote new headphones and subscription deal

The Works has created its first campaign for News Corp since its appointment in April, using Donald Trump images to promote its new subscription deal.

The ‘News and headphones. Better together’ campaign offers Sennheiser noise cancelling and wireless headphones alongside selected 12 month digital subscriptions for any metro or regional masthead.

Headphones will be placed into local news content with the aim of providing eye catching and amusing content for readers.

Tony Phillips, chief marketing officer at News Corp Australia, said in a statement: “With the volume of video streaming continuously increasing across all News Corp Australia mastheads, a digital subscription combined with noise cancelling headphones, is the perfect match.”

Adam Donnelley, creative partner at The Works, said: “We are really excited about our first campaign for News Corp as it starts to integrate news content into the concept, while delivering a light hearted tone of voice.

“As the campaign rolls out we are going to have some fun with individual contextual and reactive executions.”


  • Partner/planning director: Douglas Nicol
  • Creative partner: Adam Donnelley
  • Creative leads: Nathan Bilton & Guy Patrick
  • Creative project lead: Kristie Thistlethwaite
  • Creative project manager: Jodie Schwartfeger
  • Digital producer: Adam Sylwestrowicz
  • TV Producer: Rachel Solomon/ Lucy Whirledge

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