Sun-Herald launches campaign telling public it’s got better
Fairfax Media has launched a new ad campaign from Whybin TBWA aimed at persuading the public that its Sydney Sunday newspaper The Sun-Herald has improved.
The announcement:
August 16, 2010: The Sun-Herald launched a new advertising campaign this week designed to update people’s perceptions of the paper after an intensive year of content improvement.
“We want to increase the profile of the The Sun-Herald and reinforce it as the more engaging, sophisticated Sunday paper in NSW,” said CEO, Sydney publishing, Fairfax Media Lloyd Whish-Wilson.
“The tagline, Experience More, will allow us to show there’s now more to the paper – more to our journalism, more to our quality sections, more for discerning readers to experience in their Sunday morning ritual of reading and relaxation.”
“We’re confident this new campaign will help to further entrench The Sun-Herald as the preferred choice of Sunday reading among its affluent target audience,” he said.
Created by Whybin TBWA, the campaign will appear in press, online and outdoor. It is the first major campaign for Fairfax Media’s biggest selling newspaper in nearly a decade.
Readers can “experience more” with The Sun-Herald through its revamped, quality news coverage from Sydney’s best journalists, its comprehensive and independent sports coverage, its must-read columnists and unique, engaging sections.
‘Experience More’ launched as a successful trade marketing campaign earlier this year, highlighting to advertisers the strengths of the paper’s affluent, educated readership. In the latest Roy Morgan Readership survey, the Sun-Herald share of the vital AB readers has grown to 58 per cent for the year to June 30.
Robert Whitehead, director of newspaper sales and marketing at the Herald, said: “Our readers enjoy consuming newspapers on the weekend, particularly on a Sunday when they feel that can truly relax and indulge in the paper.”
The campaign launched on Sunday, August 15 with an eye-catching execution in The Sun-Herald.
Source: Fairfax Media press release
