The NT News ‘hijacks’ Queensland papers with advertising campaign

The NT News, News Corp Australia’s Darwin-based daily tabloid, has ‘hijacked’ the front pages of its Queensland rivals with a mega-wrap which superimposes the NT front cover over that of The Courier-Mail, Cairns Post, Townsville Bulletin and Toowoomba’s The Chronicle.

The campaign is on behalf of the NT government and champions the merits of a move to the NT by Queenslanders.

The three-page wrap includes the front page cover and two pages dedicated to the ‘boundless opportunities’ the NT can offer Queenslanders, including details of the major infrastructure work underway to improve liveability in the region, as well as a note from NT News editor Matt Williams.

The campaign is a reflection of how News Corp Australia is able to utilise its brands and their personalities to deliver strong client outcomes, said Renee Sycamore, general manager of Newsamp.

“This campaign leverages the long-held rivalry between Territorians and Queenslanders, especially in Queensland’s far north. Our mastheads are equally competitive and are superb advocates for their regions. The campaign really revels in this rivalry and is designed to get people talking.

“Our Queensland editorial teams are already hitting back on morning television with the NT defending its position.

“This campaign is also a clear demonstration of the type of seamless solutions Newsamp provides clients by combining News Corp Australia’s highly engaged audience network with our content expertise and data intelligence,” said Sycamore.

The campaign aims to address people’s misconceptions about the Northern Territory, by drawing attention to the career opportunities and lifestyle options of the area and promoting the beneficial changes the state is going through.

NT News editor Matt Williams said: “The Northern Territory is poised to capitalise on its huge potential. As the most influential media organisation in the NT, it is our duty to promote the Territory as a wonderful place to live, work and play. Home to some of the world’s most iconic tourism destinations, the Territory is also a place that offers incredible career opportunities.

“This why today we are using our well-known masthead and saying to Queenslanders looking for a career and lifestyle change, we want you.”


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