News Corp Australia has unveiled a national brand campaign across all 30 metro and regional publications.
Michael Miller, executive chairman of News Corp Australasia said: “This is an exciting time for our company, our brands and their evolution. The launch of our whole of company brand campaign is an opportunity to reignite our story, values and purpose, and to create an emotional connection which highlights our brands through the commitment: ‘We’re For You’.
“This is the first time we have had one unified voice across all our metro and regional mastheads, and we are confident the message ‘We’re For You’, will resonate with our readers, our subscribers, our advertising partners and the News Corp team.
“Across the company, we believe in the quality of our multimedia products and our masthead brands. The investment we’re making in this brand campaign is testament to that, and an investment in our future,” said Miller.
‘We’re For You’ is a statement of commitment – that News Corp Australia newspapers are for what matters to readers and their local communities. To launch the campaign, each editor has penned their own letter to their readers, featuring as page two and page three double-page print advertisements in all metro and regional mastheads today, and in the Sunday metro newspapers on 25 February.
Tony Phillips, chief marketing officer at News Corp Australia said: “‘We’re For You’ is about getting people thinking and feeling. We want to deepen engagement and build an emotional connection with our brands, to give readers a true sense of belonging to their community, with the understanding that “I read, therefore I know; I know therefore I belong.
“Our metro, regional and community newspapers have a loyal following in the communities they serve, and we are looking to draw out a sense of collective pride in readers’ suburbs, towns, cities and states around the country. We want to reconnect with people. That is the essence of the ‘We’re For You’ brand campaign.
“Each letter from the editor includes statements about what we stand for and what our readers can expect from us. It was a strategic decision to choose the power of print and the written word to convey such an important message,” Phillips said.
Chris Dore, editor of The Daily Telegraph, wrote in his letter to readers: “Our journalists and photographers from Macquarie St to Newcastle, Wollongong, Parramatta and everywhere in between live and breathe this place. Our greatest stories come from you. Inspired by you, for you.”
“Through The Daily Telegraph, the people of Sydney and NSW know we can make a difference, together. We are a newspaper at heart, yes. But we are so much more. We are part of the fabric of this state, and have been for 139 years. We’re for NSW, We’re for Sydney. Most importantly, We’re for you.”
Ben English, editor of the Gold Coast Bulletin wrote in his commitment to readers: “It’s not just about bringing you the breaking news. We also have a role in championing our community, to fight for justice and hold those who lead our city to account. We’ve been the bodyguard of this city since 1885.”
“We will fight for safer streets and better schools, for the best healthcare for all of us. But above all we will listen to you.”
The ‘We’re For You’ creative will be rolled out in prominent positions on News Corp’s digital platforms and the print ads will evolve over three weeks, focusing on different themes.
On Sunday, February 25, a new ‘We’re For You’ television commercial will be revealed, with a tailored version created for each state’s news brand.
There will be an outdoor advertising campaign across the transit network in Sydney, Melbourne and Brisbane as well as a radio and cinema campaign.
“As part of this investment, a targeted campaign will extend to our advertising trade audiences, as we integrate the brand campaign into all of our marketing activity to communicate our strengths, creativity, innovative products, and how we benefit brands,” Phillips added.
“‘We’re For You’, in the context of our advertising clients, is about communicating how we deliver targeted solutions – not just selling ads. We aim to solve customer problems, which often means bringing together the best of News Corp to achieve this.
“We aim to create value for readers and advertisers, giving them reasons to purchase. This is why we will reiterate that we’re a trusted news source with first-class journalism delivered by experienced journalists. A place where advertisers get what they pay for and consumers believe what they read.”