The Royals unveil marketing campaign for News Corp sports platform, Code

Independent agency The Royals is behind a multi-channel campaign to promote News Corp’s new digital sports platform, Code.

TV, radio and digital advertising will form the central pillars of the crusade, with marketing collateral carrying the tagline ‘unlock the stories of sport’.

Code, which launched last week, will deliver daily in-depth sports coverage from around the world, according to News Corp, with subscriptions from A$8.99 a month.

The publication will feature a website,, and an app.

The Royals executive creative director Stu Turner added: “It’s been incredibly rewarding to develop the Code brand from scratch. Being able to truly craft how a brand looks and lives in the world, together with the team at News Corp, has resulted in something we’re extremely proud to deliver to sports lovers across Australia.”

Code will be led by sports journalist Alex Brown, a former national head of sport at News Corp.

The site will have its own team of journalists with content also taken News Corp’s publishing and broadcast assets, including The Times and The Wall Street Journal.


Creative company: The Royals

Production partners: Bang Bang Studios, Franky, Collider

Director: Glenn Stewart

Executive Producer: Karen Bryson

Editor: Phoebe Taylor

Colourist: Matt Fezz

Animation: Collider Studio

Music composition: Tristan Dewey

Sound Design: Sam Hopgood

Sound production: Polly McGregor & Holli Dee

Media: News Corp in-house team


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