Nine pushes mastheads ahead of election, reminding consumers ‘You Deserve to Know’

Nine’s The Sydney Morning Herald and The Age have released an election version of their brand and subscriber marketing campaign ‘You Deserve to Know’, which launched in February this year.

The election instalment of the campaign intends to highlight the roles both papers play in explaining policies, spin and soundbites to the public.

The election version of Nine’s ‘You Deserve to Know’ campaign

The new ads continue the design from the original campaign, using images of Prime Minister Scott Morrison and Opposition Leader Bill Shorten to enforce the political focus.

The ‘You Deserve to Know’ campaign was created by With Collective in partnership with the papers’ subscription teams. The digital and social execution was completed by Slik.

Chris Janz, managing director of publishing at Nine, said in a statement: “The Sydney Morning Herald and The Age have a long history in excellent election coverage and our newsrooms are focused on delivering the news our readers want.”

James Chessell, group executive editor of The Sydney Morning Herald and The Age, stated: “Our editorial teams will cover the important news of the campaign to keep our readers informed, but we are very aware that subscribers expect more than ‘he said, she said’ reporting. Our approach will have a focus on policy and context in a way that enables you to cut through the noise and make up your own mind about key issues.

“We have a large team of reporters on the road talking to voters and candidates as well as coverage coming directly out of Parliament.”

The collaboration between Nine and the company formerly known as Fairfax, and their news resources, has also become more evident with this campaign push.

Tory Maguire, national editor of The Sydney Morning Herald and The Age, explained: “Our audio and visual team is geared up for breaking video news and extra episodes of our weekly podcast, Please Explain. I’ll be roping in reporters from the road for Please Explain such as chief political correspondent David Crowe, political editor Peter Hartcher and Nine News political editor Chris Uhlmann.

“We will have our live blog running on big campaign days, coverage of the dollars promised during the campaign, and we’ll also be rolling out a series of policy and politics explainers.

“There will be profiles of the leaders and other key candidates, in-depth reporting from marginal seats, sketches from the road and deep policy analysis.”

The campaign will run for five weeks across print, digital display, outdoor and social media.

The federal election is scheduled for 18 May.


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