News Corp Australia has kicked off a national campaign, ‘A Whole News Way To Grow’, aimed at clients using the power of visual storytelling.
The campaign draws inspiration from the growth of Australia and how News Corp Australia has used storytelling to reach and represent the many communities and client groups that have been key to Australia’s growth.
The creative centrepiece of the campaign is a commissioned piece of art by world-renowned Torres Strait Islander artist Alick Tipoti called Mura Ukapilamayzinga (All Connected).
In honour and respect of First Nations peoples and their long history of storytelling, this original artwork was created by Tipoti. The art showcases a story of growth, how connections between communities have changed throughout the years and how different categories such as food, travel, sport, technology and data all play a role in connecting people and culture.
The intricate visual story draws on the traditional carvings of Tipoti’s ancestors. It shows a global journey and aims to represent News Corp Australia’s journey – as the company continues to evolve and grow.
News Corp Australia’s managing director of national sales, Lou Barrett, said: “This campaign visually depicts a community’s transition from the past to an increasingly digital world. A transition that News Corp Australia has made over the years. We think differently now about our client’s businesses and the campaign aims to demonstrate this.
“Our approach with clients is about understanding the journey that their business is on, and what I love about the artwork is that it reflects this. Showing not just our journey but those of our clients and our country.
“The art also shows connections, the connections between different audience groups and different parts of the community and our role in connecting our clients to our audiences.
“Clients are actively looking to us for strategy, insights and advice to drive their business in an ever-changing world, rather than just a straight transactional relationship.
“The economic fallout from COVID-19 has prompted us to really refocus our business and our efforts to meet their needs in a market that has a significant amount of change going on. We are agile, and we are laser focused on delivering return on investment for our clients.”
The campaign using Tipoti’s artwork has been developed by News Corp Australia’s in-house creative agency, Roller. It will roll out over eight-weeks through high-impact placements across key trade media websites and The Australian.
