News Corp Expands ‘Snap Australia’ Campaign To Regional Titles

Former Aussie Cricket Captain and photography enthusiast Steve Waugh for SnapSydney.  Picture: John Appleyard

News Corp’s award-winning Community Media’s ‘Snap Australia’ campaign continues to build momentum.

‘Snap Australia’ is a social media movement that celebrates what Aussies love about where they live. The feel-good factor of the initiative has extended into each capital city and into News Regional Media, with an additional 18 regional publications joining the initiative.

Today across the country, everyone will be encouraged to celebrate what they love about their city or regional area by taking pictures, using the appropriate hashtag (for example, #SnapSydney, #SnapMelbourne, #SnapSunshineCoast) and then sharing their snaps via Instagram, Facebook or Twitter.

The campaign – conceptualised, designed and created by News Corp Australia’s trade and consumer marketing and creative services teams – is being promoted by News Corp Australia’s community titles: Leader Community Newspapers; Messenger Newspapers; NewsLocal, Quest Community News and Community News Group; together with Canon and Harvey Norman Photo Centre returning as national partners for 2017.

Some of the country’s biggest names have shared their snaps, including former Australian cricket captain Steve Waugh (pictured above), singer songwriter Guy Sebastian and world-renowned ballet star Li Cunxin.

News Corp Australia’s executive general manager of Community Media, Fiona Mellor, said: “With the success of ‘Snap Australia’ across Adelaide, Brisbane, Melbourne, Perth and Sydney, it seemed only natural to embrace News Regional Media into the program.

“Since its launch last year as a national campaign, the hashtags and sentiment associated with Snap Australia have continued to grow with our audiences.

“This truly demonstrates the power that News Community has across our platforms as we continue to build innovative connections for our consumers and advertisers.”

News Corp added 12 daily papers to its regional portfolio last year with the acquisition of Australian Regional Media, and editorial director Bryce Johns said the 18 papers in this division had to join ‘Snap Australia’.

“The regions we operate in, like Cairns and the Sunshine Coast, are some of the most beautiful in the country,” he said.

“We simply had to let our readers be part of this – they have so much to show off and to be proud of.”

In the five weeks leading up to ‘Snap Australia’, the Canon Collective has been hosting free photographic workshops across the country helping Australians snap their local community as they see it.

Canon Australia’s director of consumer imaging, Jason McLean, said: “Our role is to help Australians capture the real Australia in their local communities.

“Our Canon Collective experience team has teamed up with ‘Snap Australia’ to provide simple tips and techniques to help people take images they’d be proud to share.”

All pictures taken on ‘Snap Australia’ day – Wednesday 22 November – will be curated with a selection available to be viewed by selecting a city or region at

The best images will be published in the respective News Corp Australia local and regional newspapers.

Pop-up celebrations will also be hosted in Brisbane, Melbourne and Sydney from 11am until 2pm (local time) featuring plenty of photo opportunities, giant digital screens live-streaming images, entertainment including local DJs and Canon Collective photography walking tours.

Using the city’s hashtag will also unlock benefits for attendees such as free food and treats from food trucks, while stocks last.


News Corp Australia

National marketing art director: Andrew Still

Creative artist: Patrik Angyal

National digital manager: Aaron Cliff

Manager of digital projects, group editorial: Elton Cane

UX designer, creative digital product and development: Alexis Devoreix


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