News Corp Australia has launched its new consumer campaign, Extra Extra, hitting media nationally from this week, encouraging readers to engage with mastheads on a multiplatform level.
The campaign supports a boost in News’ ad offerings with the launch of AccessOne in September, which enabled large display advertisers to automatically lift over print ads to tablet.
Extra Extra alerts readers to the fact they can now access News titles including The Daily Telegraph, Courier-Mail, Herald Sun and the Adelaide Advertiser across web, mobile and app for one subscription price. Upgraded apps launched with the campaign are available in Newsstand.
The campaign is the company’s first major national acquisition campaign since the relaunch of its digital subscriptions under The Daily Telegraph+, Herald Sun+, The Courier-Mail+ and The Advertiser+ brands.
It is being progressively rolled out from this week across Victoria, NSW, Queensland and South Australia through out-of-home, in-paper, digital, direct mail and TV creative executions.
The heart of the campaign is the journalism in News Corp products, with creative featuring well-recognised journalists and contributors from titles across Australia, including Mark Robinson, Michael Warner, Jon Ralph and Andrew Rule in Victoria; Simon Benson, Phil Rothfield, Sarrah LeMarquand, Annette Sharp and Matt Moran in NSW; Des Houghton, Kylie Lang, Dennis Atkins, Robert Craddock and Frances Whiting in Queensland and Ali Clarke, Daniel Wills, Tony Love, Michelangelo Rucci and Matt Gilbertson in South Australia.
News group director – marketing, Damian Eales, said journalism was at the heart of the company’s business.
“It fundamentally differentiates our offer and puts us in another league in comparison to other news outlets,” he said.
“This campaign signifies our commitment to our journalism and our belief in our digital products. It is one of the biggest campaigns the company has executed in many, many years.”
The “Extra Extra” tagline was a nod to newspaper heritage, Mr Eales said, while also promoting the additional benefits of News’ cross-platform offerings.
“It is a contemporary representation of who we are and what we offer as Australia’s number one media company.”
A spread across pages two and three in today’s Daily Telegraph pushes the tagline, “The paper you love, reimagined for tablet”, with celebrity recommendations from model Samantha Harris and TV host Sandra Sully.
“We’ve listened to you, our readers, about what you want from us as a modern newspaper and how we bring our stories to life on the tablet,” Telegraph editor Paul Whittaker writes in an open letter.
“While across the state many of you get the paper rolled up and lobbed onto your front lawn each day, there are many other ways of reading your favourite masthead.”
See the Extra Extra creative from New South Wales, Queensland and Victoria below.
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