News24 has launched its first brand campaign following its launch on 27 July, marking the evolution of the network formerly known as Sky News Australia.
Drawing on the editorial heritage and credentials of News Corp’s global brand identity, News24 reflected the transformation of Australia’s first 24-hour TV news channel into a globally ambitious digital-first news brand.
The rebrand campaign is the network’s most significant marketing initiative to date designed to reinforce its connection with viewers, readers and listeners while expanding its reach among news-engaged audiences.
The launch campaign was created by the News24 in-house creative and marketing team, Today the Brave and News Corp Australia’s in-house creative agency Roller.
Independent media agency Kaimera led the media strategy and planning to deliver a fully integrated roll-out across TV, digital, print, PR, social, audio, out-of-home, transit and retail to maximise reach, impact and audience engagement.
“Renaming a trusted news network built on three decades of brand equity presented a unique challenge but also a rare opportunity to build upon a proud legacy of journalism. To seamlessly transition our loyal audience of 11.3 million monthly Australians to our new name without losing the connection we’ve built over decades, our strategy focused on talent-led creative across major touchpoints to reinforce our core brand proposition of real news and honest views,” said News24’s head of marketing and communications Emma Van Der Aa.
At the centre of the campaign is a new visual identity built in partnership with Foxtel Group’s creative agency BALBOA. It includes a new logo, refreshed motion graphics package and redesigned studio environment.
“For us, this was far more than a renaming project. We approached it as the creation of an entirely new brand identity, developing a distinctive visual system that reflects the scale of News24’s ambition and positions us for the future,” said News24 head of creative Jessica Burton.
The campaign was delivered through a phased communications strategy and was centred on the message: “Our name is changing. Our brand of news isn’t.”
“As with any rebrand of this scale, the creative challenge was not simply to announce a new name – it was to give people a compelling reason to look again. We wanted the campaign to capture the confidence and momentum of News24 while showing that this is a brand built for the way Australians consume news today,” said Today The Brave managing partner Jaimes Leggett.
“The result is work that feels direct, energetic and culturally relevant, with the flexibility to make an impact across every channel. It is a privilege to help introduce News24 at such a defining moment for the brand.”
“A significant amount of strategic thinking, collaboration and precision went into bringing one of Australia’s most iconic rebrands to life. Underpinned by a data-led media strategy and meticulous planning, we’re incredibly proud of the role Kaimera played in delivering this major brand transformation for News24 and its loyal audience,” said Kaimera chief client officer Anna Magliano.
The rebrand also saw News24 launch a suite of new digital platforms. They include News24.com.au and the News24 Australia app. Both were developed and rebuilt internally at News Corp Australia.
Credits
News24 Marketing and Creative Team:
Head of Marketing and Communications – Emma Van Der Aa
Head of Creative – Jess Burton
Director – Nadia Benussi
Photography: Ross Coffey
DOP / Camera: Andy Taylor, Adam Howden, Grant Beed
Agencies: Today The Brave, Kaimera, Roller, BALBOA
