News Digital Networks Australia managing director Julian Delany today announced that leading online news source news.com.au has launched a new consumer campaign.

The campaign, created in partnership with Bohemia Group, evolves the brand’s proposition by using colour to unite contrasting stories that reflect the news cycle.

Aligning news with pop culture, the colourful animated creative breaks new ground in terms of speed and simplicity.

Designed to find growth for the brand, the campaign extends from the news.com.au newsroom via strategic media placements.

Delany said, “News.com.au leads the market for digital news in Australia. Our positioning is to deliver ‘the news in colour’ and this remains true to what our entire team seeks to deliver every day.

“We’re investing in TV and out-of-home to find new audiences and affirm or create a news.com.au habit. It’s an ambitious campaign with the flexibility to create new TVCs and assets to move with the news cycle, delivering to consumers the idea that you can find the freshest stories on news.com.au.

“Bohemia and our editorial team are working closely to select the stories to best represent the news.com.au brand, tone and language to directly reflect how we talk to our audience every day.

“Centering the campaign on colour allows us to demonstrate that news.com.au delivers the full spectrum of news. It’s a great vehicle to showcase the breadth of our content, pace of delivery and different angles on the news that Australian consumers enjoy and trust.

“Not only are we comfortable in contrasts, our consumers expect them. The colourful wit in these contrasts is the foundation to our mass appeal.

“The campaign is about creating awareness and driving loyalty. We want to encourage consumers to reassess how and where they access their news. Don’t wait for an algorithm to determine what you want to read or decide what you think is important, visit news.com.au where you can find, at any given time, the stories everyone will be talking about that day.”

Bohemia Group CEO Brett Dawson said, “We are really proud of this evolution of ‘the news in colour’ brand campaign, our third with the news.com.au team.

“It’s fresh, it’s fun, it’s right on brand and we think it will drive significant audience growth and engagement. It’s a true collaboration with the editorial team and will test our limits in delivering dynamic creative across TV and Outdoor.”

The campaign will run until the end of the year across free-to-air and subscription TV; and out-of-home on over 300 large and small format digital sites in Sydney, Melbourne, Brisbane, Adelaide and Perth.

News.com.au is the country’s number one digital news source reaching 5.6 million unique Australians. Nielsen DRM, April 2018.