Nine-owned masthead Brisbane Times has launched a new multi-channel campaign, “It’s Brisbane’s Time,” via Publicis Worldwide.
The campaign positions Brisbane Times as the city’s home of world-class news, reflecting the Queensland capital as a modern, progressive hub ready to host the 2032 Summer Olympic Games and on par with other global cities such as Berlin, Paris and Stockholm.
Captured by photojournalist Adam Ferguson, the campaign demonstrates the heart and soul of the city with major infrastructure, housing and sport developments alongside its arts, culture and food scenes.
With creative by Publicis Worldwide, the campaign aims to connect with the 2.4 million Brisbanites who are increasingly interested in the social, artistic, environmental, scientific and technological developments of the world around them. Campaign activity includes free-to-air, subscription, and on-demand TV, digital and social media, radio and out-of-home.
Director of consumer subscriptions and marketing at Nine, Kristen Turner, said: “Brisbane has gone through a revolution over the last few years, and our research has told us that while Queenslanders are avid consumers of news, they feel the news landscape is lacking a truly local voice that represents the changing face of modern Brisbane. We believe the Brisbane Times can offer that.”
Managing director of Publicis Worldwide, Simone Waugh, added: “You can feel the change in the air with the amount of progress, infrastructure and restaurants opening their doors in Brisbane. With the 2032 Games on the horizon, it’s now time that the capital has a news source that reflects the optimism of this city of the future.
“Our partnership with Nine has been incredibly fulfilling for us as an agency, as we’ve been able to articulate who Brisbane is as a place and a community to create the new Brisbane Times – a more contemporary news source for Queensland.”
On the campaign, head of brand and acquisition at Nine, Vera Straubinger, said: “We felt very strongly about showcasing the world-class creative talent that Brisbane has to offer, and the campaign is a testament to that. Working with the Publicis team to bring together the talents of leading photojournalist Adam Ferguson and the incredible ‘Bluey’ sound designer, Joff Bush, to develop our music has been a wonderful experience.
“The result really captures the momentum and optimism of Brisbane today and reflects the journalism that the Brisbane Times will bring to the region. We’re so proud of what the team has achieved.”
The “It’s Brisbane’s Time” campaign launched on Wednesday 2 August via an event at Brisbane’s Howard Smith Wharves precinct.
Agency Credits:
Nine:
Director Consumer Subscriptions and Marketing: Kristen Turner
Head of Brand and Acquisition: Vera Straubinger
Marketing Lead: Kymberley Joseph Marketing Manager: Leah McNeil
Publicis Worldwide:
Executive Creative Director: Ryan Petie
Creative Director: David Schaak
Executive Strategy Director: Mike Redfern
Executive Production Director: Vicki Lee
Executive Director Client Partners: Jude Johannesen
Senior Project Director: Mary Graham
Production: Production Co: Photoplay
Executive Producer: Alison Lydiard
Photographer: Adam Ferguson
DOP: Jake Koning
Post House: Cutting Edge
Post Producer: Samara Keune
Editors: Felicity Krantz, Steve Leacey
Design & Animation: Zenon Kohler & Bruno Profeta
Colourist: Kali Bateman
Audio Engineer: Mike Lange
Music: Joff Bush
