The Australian launches new brand campaign

By in Media News on
A new brand campaign launched this week by The Australian aims to celebrate the national masthead’s bold reporting, and its pursuit of the truth and provoking debate.

With a new positioning statement “For the informed Australian,” the campaign created by Archibald/Williams will run across television, newspaper and digital and heroes The Australian’s news, investigations, analysis and opinion content. 

“In this era of abundant content, it is more important than ever for a news brand such as The Australian to be bold and fearless in the pursuit of truth as well as promoting debate about the issues that matter most to Australians,” remarked editor-in-chief, Paul Whittaker.

Under the leadership of Whittaker over the past year, The Australian has grown its print audience by 5.1 per cent and its digital subscriber base by 12 per cent, as it continues to invest in journalism, product innovation and member engagement.

“This is the first brand campaign The Australian has released in four years,” added general manager of marketing, Alice Bradbury.

“We have always been proud of our product and the bold approach that makes it unique.  The timing is right to promote these qualities and invite Australians to ensure they are informed about the issues that matter to them and our nation.”