‘We’re for You’: News Corp editors join together to launch first national brand campaign
Editors of News Corp’s metro and regional newspapers have banded together in a major marketing push which sees the establishment of the company’s first united brand positioning.
News Corp’s metro and regional newspapers this morning launched the ‘We’re For You’ campaign, an advertising campaign emphasing the mastheads’ commitment to their readers, the company’s chief marketing officer Tony Phillips, told Mumbrella.
The campaign commences this morning, with a letter from each editor across News Corp’s regional and metro mastheads
How do people “celebrate iconic brands”?
If you said that to an ordinary person in the street, they would laugh.
They are desperately depending on the nostalgia factor of newspapers.
I don’t know about the hoi polloi, but I like to celebrate with Dom Perignon and beluga caviar.
They seem to do a lot of “we”-ing on their audience… so I wonder what’s in it for me?
Why are the ABC and News Ltd doing these ridiculous exercises…it reads more like a call to arms that should be an internal doc or for advertisers, rather than for end users.
If consumers need to be told your brand position you’re doing something wrong.
“It focuses on the daily routine and how the ‘paper’ is part of that routine” Well, I’m certainly not in the target market, which might explain why it’s such a confusing concept.
They’re calling it a brand campaign but only having editors letters in print, the Australian’s campaign is paywalled and the message is all about the ‘paper’… feels like a last-ditch print retention campaign.
At least it isn’t Dame Edna…
Being News, the things it declares it’s for – and that presumably unite us – will be its tried and tested cashed-up bogan values. Loathing of lefties, poofters, wogs, artistes, junkies, Abos (uppity), dole bludgers, layabouts, thinkers and the rest of us treacherous, un-Australian mob.
Couldn’t help but notice the SMH ad with snappy, simple points about the new look website that just launched is appearing to the right of this article.
And it makes a lot more sense…
We’ve just had one of these “We’re for you” spreads run in our regional, newly-News-owned local paper, and the “We’re for you” is shamelessly addressed to businesses as potential advertisers, not to readers. They might as well have just put a full page editorial saying that that their journalistic ethics are for sale to the highest bidder, and readers be damned. I’m sure that’s not what they’re going for, but it’s how it comes across.
When I read your “We’re for you” I thought where were you when whole centres are being closed down in big business & staff are being made redundant & jobs sent over seas. Hardly a word was reported in the newspapers. Because of this a huge number of employees suffered great duress & no one is defending them not even the Unions. I wrote to several politicians & only one responded & she had no idea what she was talking about.