News.Com.Au Launches ‘Be On It’ Campaign Via Bohemia Group

News Corp Australia-owned website news.com.au has unveiled a new consumer campaign that aims to show the website is “the place to be if you want to be part of every conversation”.

Created in partnership with Bohemia Group, part of the M&C Saatchi Group, the campaign evolves the brand’s proposition with a new positioning and a call to action, to be on it.

News.com.au managing director Richard Skimin said: “Our previous consumer campaign, the news in colour, was really successful for the brand and ran for almost six years celebrating the breadth of news.com.au’s content.

“With the launch of our new campaign today, the goal is to shift the focus from us to our audiences. We don’t just want to show what we offer, but rather we want to capture the role that news.com.au can play in our readers’ lives.”

news.com.au editor-in-chief Lisa Muxworthy said the new brand campaign has a modern, fresh feel designed to reflect how the site talks to its audience every day.

“news.com.au has a loyal monthly audience of more than 10.6 million [according to Nielsen data],” she said.

“We have a strong focus on increasing our younger audience in 2021 with a lot planned for the year ahead, from new video and audio projects to campaigns and a financial planning series for young people.”

As part of the new news.com.au positioning, a “vibrant” mnemonic has been created as a branding device that will be used across the brand platform which includes the site’s homepage, video and social content and across all elements of the brand campaign.

Bohemia Group CEO Brett Dawson said: “It’s a privilege to partner with such an iconic Australian brand with such influence and reach.

“We needed a big platform idea that imbued the breadth and distinctive tone of news.com.au, one that attracted and retained audiences, and worked in consumer and trade contexts.

“Be on it. The new customer promise and call to action. It has endless scale and flexibility to work at a brand level and with the news cycle. It has a sense of urgency, a call to action towards the brand, for both audiences and advertisers. So all you need to do to be on it, is be on it.”

The consumer marketing campaign rolls out from today across digital, social and free-to-air and subscription TV.

Credits for the campaign are as follows:

News Corp Australia

News.com.au MD – Richard Skimin

News.com.au editor-in-chief – Lisa Muxworthy

News.com.au GM consumer – Melissa Overman

News.com.au marketing director – Gina McGrath

Bohemia Group

Bohemia head of content – Chloe Schneider

Bohemia content manager – Emily Logan

Bohemia connections designer – Caitlin West

Bohemia head of integrated strategy – Sophie Price

M&C Saatchi chief creative officer – Cam Blackley

M&C Saatchi executive creative director – Avish Gorhan

M&C Saatchi creative director – Brendan Donnelly

M&C Saatchi creative director – Richard Donovan

M&C Saatchi head of planning – Nick Jacobs

M&C Saatchi senior account director – Laura Jones

M&C Saatchi TV producer – Andrew Perry

M&C Saatch executive integrated producer – Gemma Heyes

M&C Saatchi design director – James Jamias

Production

Production Company: AIRBAG

Post house: White Chocolate

Sound studio: Song Zu, Sydney

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