The Australian Unveils New Brand Campaign “For The Informed Australian”

The Australian Unveils New Brand Campaign “For The Informed Australian”
SHARE
THIS



The Australian has launched a new brand campaign celebrating bold reporting, the pursuit of truth and provoking debate; qualities the country’s only broadsheet, and largest digital national subscription news service, is proud to represent. 

Launching the new positioning statement “For the informed Australian”, the campaign will run across television, newspaper and digital from today and comes off the back of a year that has seen The Australian’s readership and digital subscriber base grow under the leadership of editor-in-chief Paul Whittaker.

The Australian CEO Nicholas Gray said: “In the past year, The Australian has grown its print audience by 5.1 per cent and digital by 12 per cent as we continue to invest in our journalism, product innovation and member engagement. Today, with more paying readers than any time in our history, it is clear these efforts are resonating with our highly valued member base, and our advertising partners.”

The Australian Editor-in-Chief Paul Whittaker said: “In this era of abundant content, it is more important than ever for a news brand such as The Australian to be bold and fearless in the pursuit of truth as well as promoting debate about the issues that matter most to Australians.” 

The campaign, which heroes The Australian’s news, investigations, analysis and opinion was created by Archibald/Williams.

The Australian General Manager Marketing Alice Bradbury said: “This is the first brand campaign The Australian has released in four years.  We have always been proud of our product and the bold approach that makes it unique.  The timing is right to promote these qualities and invite Australians to ensure they are informed about the issues that matter to them and our nation.”

Please login with linkedin to comment

Emaling Workplace

Latest News

Tuesday TV Wrap: Ten Finds A Winner With ‘Ambulance Australia’
  • Media

Tuesday TV Wrap: Ten Finds A Winner With ‘Ambulance Australia’

Network Ten has set the sirens blaring after its fly-on-the wall doco-drama Ambulance Australia was the most watched entertainment show of Tuesday night. In just its second episode, Ambulance Australia pulled 684,000 viewers last night and was up a hefty 102,000 from last week’s debut. However, it was Seven that took last night’s honours, the network taking home […]

by B&T Magazine

B&T Magazine
Queensland Govt Launches ‘Find Your Happy Healthy’ Obesity Campaign Via Publicis
  • Advertising
  • Campaigns

Queensland Govt Launches ‘Find Your Happy Healthy’ Obesity Campaign Via Publicis

The Queensland Government is continuing its focus on reducing the State’s obesity rates with a transformative communications strategy and execution through agency Publicis Worldwide. Statistics reveal that 64 per cent of Queenslanders are overweight or obese. The Government’s goal is to increase the proportion of adults and children with a healthy body weight by 10 per […]

Why Influencers Should Still Be Part Of Your Plan
  • Marketing
  • Opinion

Why Influencers Should Still Be Part Of Your Plan

In this guest post, Erin Tierney (pictured below), a community consultant at Quiip, says using influencers for your brand shouldn’t be a short-term campaign element, but rather a long-term investment… Influencers. The topic creates a polar divide amongst the marketing profession, yet influencers have risen as an advertising method-of-choice, generally providing pretty pictures on social platforms in […]

Opinion

by B&T Magazine

B&T Magazine
Viva & Taboola Bring News To 100M Mobile Users Across Asia
  • Media
  • Technology

Viva & Taboola Bring News To 100M Mobile Users Across Asia

Today, Taboola, the world’s leading discovery platform, announced a global strategic partnership with vivo, the fifth largest smartphone manufacturer in the world. Under the partnership, Taboola will deliver a fully personalised content experience for vivo’s customers helping the manufacturer drive engagement and monetisation and providing a significant new audience source to content publishers in the region. […]

Fiftyfive5 Expands APAC Presence With A Whopping 14 New Hires
  • Marketing
  • Technology

Fiftyfive5 Expands APAC Presence With A Whopping 14 New Hires

Independent research company Fiftyfive5 today announced that it has added 14 new staff across three offices following significant growth from local and global client demand. Boasting a roster of more than 100 clients, spanning Australia, New Zealand, Asia, the U.S. and Europe, Fiftyfive5 will add staff in its Sydney, Auckland and Singapore offices. In Sydney, […]

Keno & Clemenger Brisbane Team Up On New  ‘Fun Money’ Brand Platform
  • Campaigns
  • Media

Keno & Clemenger Brisbane Team Up On New ‘Fun Money’ Brand Platform

Keno and Clemenger Brisbane have teamed up to launch a new brand platform for the classic in-venue lottery game, encouraging people to spend their winnings in some weird and wonderful ways. Clemenger strategy director Erin Core said the platform was built out of an insight that money won on Keno is ‘Fun Money’. “Keno wins […]

The Yarra River Shines Bright With QMS
  • Advertising
  • Media

The Yarra River Shines Bright With QMS

The heart of Melbourne’s Southbank precinct has been transformed with the launch of QMS’ iconic digital billboard towering over the city’s famous Yarra River. The ‘Yarra Promenade’ stands tall amongst the city skyline, delivering 3.4 million contacts per month as it presides over Melbourne’s renowned Southbank and Crown Casino precinct. Its commanding CBD position captures […]

Seventh Street Media Launches Father-Focused Publication ‘The Brag Dad’
  • Media

Seventh Street Media Launches Father-Focused Publication ‘The Brag Dad’

Independent Aussie publisher Seventh Street Media has unveiled a new publication under its stable, The Brag Dad. The new publication provides important lessons and life hacks from dads who’ve been there – keeping young fathers in touch with everything they love from the outside world. While The Brag Dad is written with a larrikin tone, […]

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]