The Australian
Driving growth for The Australian during uncertain times.
We executed a media-first digital campaign, integrated into the newsroom.
A decade long partnership
We’ve been the custodians of Australia’s national masthead for 10 years. In that time, no other industry has been upturned as ferociously as newspaper journalism. Yet despite the tide of free news online, The Australian has not only survived, but stabilised and thrived.
By seamlessly fusing brand strategy with acquisition and retention, we have been able to help The Australian navigate a spot of uncertainty, and achieve YOY revenue growth of 6%.
Brand campaign
We launched a brand campaign amid the economic uncertainty of 2023, a time when Aussies needed high-quality news more than ever. In a first for news, we created a dynamic campaign platform that was completely responsive to the news cycle.
The campaign featured a TVC, OOH and digital media that repopulated in real-time to feature the news headlines of the day. Not only did it showcase the breadth and depth of content available to subscribers, but also how important quality content is in today’s context.
By leveraging the stories of the day people cared about in channels they couldn’t ignore, we were able to hero the Australian’s lesser known editorial features.
10 YEARS OF:
Acquisition
Over the last decade, we’ve used a combination of messaging, brand placement, and innovative creative concepting, to drive year-on-year subscriber growth for The Australian. All during one of the most challenging times in the paper’s history.
10 YEARS OF:
Retention
As the Australian’s product offering has evolved over the years, we’ve delivered insight-driven brand strategies, campaigns, customer journeys and tactical pieces that have enabled The Australian to stay relevant and valued to their subscribers.
10 YEARS OF:
Rewards
The brand strategies we’ve created for The Australian have been able to permeate every single consumer touchpoint. From TVCs and OOH, all the way down to highly tactical executions like their rewards programme.
10 YEARS OF:
Retail
Through highly-targeted retail executions, we’ve been able to expand the reach and relevance of the brand. Always making sure we’re speaking to our audience in the right places at the right times.
10 YEARS OF:
Audio Journalism
We’ve kept the brand at the forefront of innovation as they continue to expand their offering and embrace technological advancements.
