In a world of endless scrolls and shifting algorithms, some stories simply refuse to be ignored. They command attention, spark conversation and stay with you long after the screen goes dark or the page is turned.
Now entering an evolved chapter, B&T has partnered with Nine to showcase the best in print and digital advertising. Whether it’s the tactile prestige of a full-page spread or the data-driven precision of a digital masthead, Headliners spotlights the brands that don’t just buy media – they own the moment.
Read more as we go behind the creative that captivates Australia.
Celebrating Heritage
and Horizon with Range Rover
When the Australian Financial Review Magazine marked its landmark 30th anniversary, the theme of ‘Visionaries’ provided the perfect backdrop for Range Rover and its belief that leadership today is rooted in passion and integrity.
This milestone was a unique opportunity to align with the individuals who have shaped the last three decades and those who will define the next thirty.
VISIONARIES DRIVE PROGRESS
Aligning with the magazine’s reflection on the past and future of Australian influence, Range Rover developed the campaign ‘Visionaries Drive Progress’ that was built on a foundation of enduring influence, luxury, and the kind of forward-thinking leadership that mirrors the evolution of the 55-year-old brand itself.
The deep-seated trust and credibility of AFR made for the perfect high-level premium association that instantly connects the brand with an affluent audience, reminding readers they are a defining symbol of success among the nation’s leaders.
A MILESTONE MOMENT
The partnership was anchored in AFR’s 30th Anniversary Dinner, with Range Rover the principal partner. With a top-tier client list of CEOs, founders and cultural shapers, this was an unforgettable night with AFR and Range Rover at the heart.
Published was a consecutive double page spread that ran in the celebratory edition of AFR Magazine, with a simply elegant focus on the heritage of Range Rover, ensuring undivided attention that lended immediate credibility to the brand. To connect the print experience to a dynamic digital touchpoint, a video false cover ran on AFR’s Today’s Paper, driving even more high-impact awareness.
“Our 30th Anniversary dinner was a definitive statement on the power and influence of The Australian Financial Review Magazine. This wasn’t merely a milestone celebration; it was a carefully curated gathering that converted three decades of editorial prestige into an evening that could be shared with one of our key partners, Range Rover.
The majority of our 100 guests had been featured in the pages of AFR Magazine; CEOs, founders, cultural shapers. It was both a formal dinner as well as intimate, peer-to-peer discussion among the nation’s elite. Our partnership with Range Rover was crucial to this success.”
Matthew Drummond
Editor, AFR Magazine
Brewing Up a
Revolution with
T2 Tea
Moving beyond its established position as a staple in the home, T2 Tea sought to fundamentally evolve its brand perception by establishing itself as a credible, professional partner in the out-of-home cafe market, directly competing in a space often dominated by coffee.
The purpose was to validate T2 Tea’s professional relevance by creating a powerful association with Australia’s leading cafe culture. Driven by the insight that Aussies are passionate about quality and craft, the campaign capitalised on this by elevating the status of tea, encapsulated by the tagline “Loved at home. Chosen by cafes.”
THE RIGHT CUP MATTERS
Good Food’s prestigious Essential Sydney & Melbourne Cafes & Bakeries 2025 guide was the “right cup” to make T2 the presenting partner. This partnership leveraged the trust and scale of The Sydney Morning Herald and The Age, instantly credentialling T2’s offering.
Anchored in a high-impact combination of print and digital, the partnership explored the artistry behind tea through a quality 16-page print liftout, an immersive digital advertorial, Collections sponsorship and social assets. This multi-layered approach proved effective by giving readers a tangible moment in print and a deeper story about the artistry of tea through digital, achieving 256% content target, 1.47% CTR and 1.1M+ Instagram reach.
Source: Nine internal analytics 2025
SPILLING THE TEA
“Our partnership was far more than just putting a logo on a piece of communication and walking away, it felt like a really obvious meeting of minds. As a brand and as a partnership fit, it was seamless. There is a real shared sense of craft, artistry, and care between our brands, and we worked together to show how we could collectively unlock that. The partnership enabled us to tell deep and rich stories; we had advertorials, social content, in app content. T2 sought to break the rules of the tea category. Off the back of this successful campaign, we signed on as the co-presenting partner of the Good Food Guide and Awards for the next two years”
Peter Randeria
Marketing Director, T2 Tea
