AFR Launches New Brand Campaign With Old “Daily Habit of Successful People” Tag

AFR Launches New Brand Campaign With Old “Daily Habit of Successful People” Tag
B&T Magazine
By B&T Magazine



The Australian Financial Review (AFR) has today unveiled a new brand campaign reaffirming its position as a premier destination for business and finance journalism. The new campaign brings back the much-loved tagline “Daily Habit of Successful People” and was done by creative agency The WiTH Collective.

F​inancial Review editor-in-chief, Michael Stutchbury, said: “The new campaign perfectly captures the brand essence of ​The Australian F​inancial Review and its must-read status. It holds a mirror up to our readership of Australia’s leading business people, decision-makers, sophisticated investors, political elite, and those aspiring to be among them.

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“We have brought the ‘The Daily Habit of Successful People’ tagline back because it nails the very essence of who we are. It provides a rallying call to subscribe and reaffirms th​ e ​Financial Review’s position as Australia’s premier destination for business and finance journalism.”

The campaign’s launch was marked by a bellyband creative wrap of today’s newspaper and premium digital placements across afr.com.

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The campaign draws o​n the ​Financial Review’s distinct blue colour palette to celebrate the masthead’s instant recognition as Australia’s most prestigious business publication, and to anchor the multi-channel campaign delivery across out-of-home, print, digital, social media and owned channels.

The brand campaign will be fully integrated across the subscription funnel and will for the first time utilise personalisation technology to create a targeted and compelling customer experience.

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Fairfax Media’s director of customer marketing and growth, Michael Laxton (above), said: “​The Australian Financial Review is truly without peer as Australia’s premier destination for business news and information. The campaign reinforces the ​Financial Review’s enviable prestige and reputation for quality; the deep connection of loyal subscribers; and its strength and utility as a way to achieve success – and stay ahead.”

The ​Financial Review reaches 1.67 million people across print and digital according to emma (Enhanced Media Metrics Australia) data for July 2016.

The ​Financial Review includes the premium business-related magazines, ​The Australian Financial Review Magazine and ​BOSS magazine, both in​serted monthly along with ​Lux​ury and ​Sophisticated Traveller magazines several times a year.

 




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