The Australian Financial Review eyes subscription growth with new marketing campaign
Nine-owned publication The Australian Financial Review (AFR) is aiming for subscription growth in 2020 with a marketing campaign built on the existing tagline – ‘The daily habit of successful people’, adding in the call to action ‘do you subscribe?’
This time, the campaign reminds consumers that to get ahead they need to be knowledgeable, using corporate-focused call-to-actions including “Corporate ladders take too long to climb”, “Opportunity doesn’t take the time to knock anymore” and “What you don’t know, can hurt you”.
The new campaigns from the AFR which will run across outdoor and print [Click to enlarge]
Creative, messaging & colour execution really lacks soul, looks too pedestrian for any nomad on the street to stop and want to subscribe.
The problem this campaign fails to address is that it focuses on existing users who already turn their attention to AFR, instead failing to capture those who aren’t engaged i.e. small business owners, upcoming graduates, low-mid tier business workers and driving growth in those groups.