Sun-Herald to relaunch with Annabel Crabb column and ‘Sunday states of mind’ slogan
Fairfax Media’s Sunday Sydney tabloid The Sun-Herald is to launch next week with what appears to be a move from a red to blue masthead and the return of Annabel Crabb as a columnist.
The newspaper today published a cover wrap promoting next week’s relaunch which has the slogan “For your Sunday states of mind”.
It also revealed that Crabb’s new column would start next week.
Crabb left the Sydney Morning Herald for The ABC in 2009.
The revamp for the Sun-Herald comes shortly after a disappointing set of Audit Bureau of Circulations numbers which saw the paper’s sales fall the most out of any metro or national weekend title in Australia – dropping by 8.17% to 406,470.
Rival title, News Limited’s The Sunday Telegraph circulates 618,950.
Although it is not clear which section will contain Crabb’s column, the Sunday Life magazine – also inserted in the Sunday Age in Melbourne – has been getting by with “summer columnists” since the departure of Mia Freedman and Sarah Wilson about three months ago.
A further ad inside the paper promises readers “A new Sunday newspaper experience starts next week”.
Update: Monday saw the promotion campaign with a further two ad executions in the Sydney Morning Herald. One ad suggests to readers:
Depending on your mood, you could let your mind rummage through the remains of a nation ravaged by twenty years of civil war. Or let it negotiate the pros and cons of trying to keep a continent afloat. Then again it may just want to curl up on the couch and watch a farmer wants a wife. Whatever its state of self, there’ll always be something to keep you entertained.”
A further ad contrasts Benjamin Franklin, Benjamin Netanyahu and Benji Marshall.
Update:
The campaign – created by Whybin/TBWA/Tequila – is also being backed by outdoor, radio and a TV ad which breaks tomorrow. The outdoor work:
Credits:
- Agency: Whybin/TBWA/Tequila
- Gavin McLeod: Creative Director
- Richard Shaw: Copywriter
- Asheen Naidu: Creative Group Head
- David Brady: Creative Group Head
- Peter Fitzhardinge: Commander
- Bryony Marks: Account Director
- Kat Webb: Project Manager
- Amelia Babos: Project Manager
- Kristy Fransen: TV Producer
- Simon Holdaway: Print Producer
- Michael Kavanagh: Digital Producer
Note: To avoid confusion in the comment thread below, the Wests Tigers ad was originally supplied with a typo. Fairfax media says that it was an early version that was sent across.
Annabel seems like a very nice lady (see Kitchen Cabinet ABC2).
But I’m really looking forward to a change of masthead colour.
Totally Rad!
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I am sorry, I don’t understand how the colour change, changes anything?
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Less stories about cats and more investigative news is a good place to start for any “news”paper…
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Or “Wests Tigers” perhaps.
http://www.weststigers.com.au/
Obviously the no-subs situation isn’t quite working out.
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ah, good old try-hard sun herald. opting for rockwell – a font they abandoned in the 1980s – and getting a local footy team’s name wrong. it’s wests tigers.
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I like the campaign.
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Another example of bland brand positioning – “For Your Sunday States of Mind”. I can really see SH readers reciting that like the “Just Do It” of the newspaper world. They should have gone with: “The Alternative Sunday Telegraph”
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where are the three little pigs?
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