‘Stories start here’ is new positioning for Herald-Sun
Melbourne’s Herald-Sun tonight launches a new brand campaign with the fresh positioning line: “Stories start here”.
The first ad in the campaign, created by AJF Partnership, focuses on the News Ltd paper’s fantasy football game SuperCoach.
As well as TV, the campaign runs across print, outdoor and retail point of sale.
Peter Blunden, MD of The Herald & Weekly Times, said the ad promoted the Herald-Sun brand rather than individual print and digital products. He said: “It signifies where we are headed. Victorians can enjoy the Herald Sun on any platform, at any time.”
HWT marketing director Monica Kent-Giles said: “Joe Scudieri, our 2010 SuperCoach winner, was also a wonderful sport and we wish him all the best with his aim to go back-to-back and take the SuperCoach title home two years running.”
Actor and screenwriter Brendan Cowell and actress Kat Stewart voice the new TV campaign.
Credits:
- Herald & Weekly Times marketing director, Monica Kent-Giles
- Deputy marketing director, Ben Godkin
- senior marketing manager, Jessica Young
- Creative Agency: AJF Partnership
- Creative director, Adam Francis
- Senior copywriter, Glenn Dalton
- Senior art director, Andy Jones
- Account director, Jayne Brady;
- Account manager, Symon VanHaalen
- Production Company: Piglet Productions
- Director, Robby Douglas-Turner
- Producer, Tony Ashmore
- Media Agency: Mindshare
- Account director, Debbie Tsiros
- Manager, Rachel Hutchings
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I believe that “Stories Start Here” narrowly edged out the other front-running slogan “We Make Sh*t Up”.
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TVC works for me.
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Not for me
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“Stories stary here” as long as there is a ferw pics and some other graphics to dumb down the content. No 4 syllable words either!
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Scoff all you like, guys, but the reworked Herald Sun’s blend of news, sport, gossip, and entertainment is what Melbourne is reading and talking about. Some of the smartest editorial leadership in the country, two years of re-tuning and a lot of hard work have put paper back on track and now it is poised to surge. This campaign will put the pedal to the metal.
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Poised to surge? Back above 500,000 copies a day you mean? And what do you mean by getting “back on track”? Did anyone tell your advertisers that you had gone off track these last couple of years?
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