The West Australian has unveiled its new brand campaign ‘The West Australian is WA’, designed to reinforce its position as the State’s “most influential and relevant source of news”.
Western Australia’s largest newspaper is aiming to tap into “a deep sense of pride, belonging and identity that is uniquely WA” that leans into the state’s parochialism.
“With a legacy spanning more than 190 years, The West Australian continues to evolve while staying true to our purpose,” chief executive Maryna Fewster.
“This campaign reflects our commitment to telling Western Australia’s stories with pride, relevance and impact, creating lasting value for our readers and partners.”
The West’s editor in chief Christopher Dore said: “The West Australian is built on the quality of its journalism and the people who produce it – reporters and photographers who understand WA because they live it.
“They ask the hard questions and tell the stories that matter with depth, fairness and relevance. That is what gives the brand its meaning and authority.”
Chief marketing officer Nerida Collins added: “This campaign captures the emotional connection West Australians have with both the State and the brand. It gives us a strong, unmistakable way to show up across every channel, building recognition and encouraging audiences to engage more often and more meaningfully with The West Australian across print and digital.”
“The West Australian is WA” will be brought to life through a multi-channel rollout across print, digital, social, video and out-of-home.”
The West Australian is part of Southern Cross Media Group. The new campaign was created by Seven West Media Creative.
Credits
Chief Marketing Officer: Nerida Collins
Head of Brand and Marketing: Corinna Conte
Creative Manager: Jessica Hankinson
Lead Graphic Designer: Daniel Johnson
Manager and Senior Producer, On-Air Promotions: Lal Perera
Motion Graphics Artist: Luke Griffiths
Audio Director: Jarrad Kidd
Music Composition and Production: Blake Williams and Brodie Stewart
