AFR launches knowledge campaign

The AFR has launched a trade marketing campaign to reposition its brand

The AFR has launched a trade marketing campaign to reposition its brand

Members of the media industry are being encouraged to share knowledge they would most like to hand on, as part of a new trade marketing campaign by The Australian Financial Review.

The AFR Knowledge Project was launched this week and is primarily a web-based video series. Executives in the media industry can contribute a short video explaining the knowledge they are sharing, which will be edited into a short film to be presented later in the year.

The trade campaign is the early stage of a brand repositioning that will make its way into consumer-facing marketing in the future.

“It’s come out of discussions within the Financial Review about how we market ourselves, and the whole concept of the Financial Review being about expanding people’s knowledge,” the paper’s editor-in-chief Michael Stutchbury said.

The paper held a soft launch for the Knowledge Project last week, with an advertiser event at which film producer Oliver Stone passed on some of his own knowledge. His contribution will also form part of the campaign.

AFR Weekend editor Matthew Drummond with film producer Oliver Stone at an advertiser event connected with the new campaign

AFR Weekend editor Matthew Drummond with film producer Oliver Stone at an advertiser event connected with the new campaign

“For more than 60 years, the Financial Review has been the premium business and financial daily in Australia, giving people knowledge about … their prospects, their education, their careers, their promotion possibilities,” Mr Stutchbury said.

“Then at perhaps a higher level, the Financial Review has played over the decades a critical role in promoting an open market economy in Australia, and can claim to have had some influence in economic liberalisation that came from the 1980s and which underpins today’s prosperity.”

Executives can share their knowledge by submitting a video at theafrknowledgeproject.com.au.

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