Marketing News

The Australian shifts its focus to trust in latest marketing push

News Corp’s national masthead The Australian has launched its newest marketing push under the brand positioning, ‘For The Informed Australian’, this time focusing its attention on trust.

The campaign, which kicks off this week, will run across radio, television, outdoor, news agencies and social, as well as in print and digital across the News Corp titles.

The advertising campaign seeks to showcase The Australian as a brand of trust

News Corp’s latest efforts build off the publication’s marketing push last year, which drew on the title’s image and cartoon archive. This year’s marketing push comes off the back of the Federal Budget coverage and is centred around trust.

Messaging includes phrases such as ‘read the fake news in your newsfeed, or read accountable, fact-checked reporting. Make the informed choice,’ and ‘Trust an unqualified blogger, or analysis from authors, academics and experienced journalists. Make the informed choice.’

Alice Bradbury, general manager marketing at The Australian, said while there was a lot going on in the world, it was important to find informed news.

“There has never been a more important time to choose a trusted brand with news, opinion and analysis from qualified and experienced journalists. This is the inspiration behind our latest brand campaign,” Bradbury said.

Zoe Samios is the senior reporter at Mumbrella covering media owners. She completed her degree at the University of Sydney in Media and Communications. She’s previously travelled overseas for internships, including to South Korea, where she worked as a reporter for The Korea Herald.

source: umbrella

Zoe Samios
Zoe Samios is the senior reporter at Mumbrella covering media owners. She completed her degree at the University of Sydney in Media and Communications. She's previously travelled overseas for internships, including to South Korea, where she worked as a reporter for The Korea Herald.