News Corp Australia’s new TV commercials themed ‘We’re for you,’ aired last night in Sydney, Melbourne, Brisbane Adelaide and Hobart.
The 15 TVCs, via independent creative agency Big Red, promote The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and The Mercury, an dtakes News Corp’s ‘We’re for you’ brand positioning to the next level.
Tony Phillips, chief marketing officer of News Corp Australia said: “The ‘We’re For You’ tagline embodies how we wish to connect with our readers. It’s a statement of commitment that we’re for the things that matter to our readers and their communities.
“These commercials, tailored for each city, tap into the places, moments, and methods in which people consume our content, using a universally recognised song.
“The TVCs show consumers in various situations in any given day, and how they’re connecting with reading the news. It evokes a sense of belonging to a community of people who know, share and discuss what’s going on in the world around them.”
The iconic song refers to a typical day – waking up, getting ready, having breakfast, commuting to work, and importantly, reading the news of the day.
Phillips said: “We hope that when people are humming the tune, they are emotionally connecting our newspapers as an everyday source of news and information, whether they’re on the go or having a relaxing Sunday read.
The TV commercials aired last night during Channel 7’s My Kitchen Rules and Channel 9’s Married at First Sight and 60 Minutes.
Supporting this campaign over the coming weeks will be evolving print and digital ads, outdoor advertising across the transit network in Sydney, Melbourne and Brisbane, as well as an extensive radio and cinema campaign.
Yesterday, every Sunday metro paper topped off a strong print campaign week, featuring double-page ads across pages two and three, with each editor’s statement of commitment to their readers.