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]
According to Enhanced Media Metrics Australia (emma) data, The AFR reached a total of 2.647m Australians in November across both print and digital.
Created by Special Group, the simple and graphic nature of the design, paired with AFR blue, will ideally be eye-catching in busy commuter hubs as well as catching them in print and on 9Now.
The title’s editor in chief, Michael Stutchbury, said the purpose of the campaign is to give readers confidence in The AFR.
“The Australian Financial Review is the masthead for Australia’s business people – executive decision-makers, sophisticated investors, political insiders – from those at the start of their career to the top of the corporate ladder. This campaign highlights how the Financial Review is a pivotal part of people’s individual success. It gives readers the confidence that they know what they need to know each day,” said Stutchbury.
The AFR takeover of Sydney’s Wynyard station [Click to enlarge]
Director of subscriptions and growth, David Eisman, said: “The Australian Financial Review is without a doubt Australia’s premier destination for business news. This campaign reminds our audience that subscribing to the Financial Review is key to daily success.”
topics
AFR
Australian Financial Review
David Eisman
Michael Stutchbury
Nine
Special Group
The Australian Financial Review
The Special Group
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.
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