The Australian Financial Review launched a new brand campaign today to promote the power of its masthead.
The campaign, titled ‘Know You Know’, was introduced in print on page 2 in an eight-page wraparound on the National Reform Summit this morning.
It is supported by a microsite that will include short films featuring comment and insights from the paper’s journalists. It can be found at afr.com/know
The campaign poses the question: ‘Who knows how this could affect you?’, covering topics such as federal politics, the housing bubble, childcare, and superannuation.
The execution will feature a combination of out-of-home, print and online ads, alongside social media activity.
The Financial Review editor-in-chief Michael Stutchbury believes the campaign is a natural extension of the depth and insight that the paper provides.
“Know You Know reminds readers of the insider’s view on the issues that only the Financial Review can deliver,” he said.
“Delving deep into the worlds of business, politics, finance, markets, technology and lifestyle gives readers the confidence that they are also in the know.”
Fairfax media director, subscription brands and consumer acquisition, Hayley Peacock-Gower anticipates the campaign will further strengthen the paper’s promise to deliver unrivalled content.
“Know You Know updates and strengthens the Financial Review’s ‘must-read’ brand promise and puts its trusted information and insights front and centre,” she said.
“Consumers are spoilt for content choice. Yet trusted filters are revered, followed, liked. Consumers value quality content and consider it worth paying for.”
“This significant campaign reflects our continued investment in the Financial Review, with recent product innovations such as the re-launched afr.com website, app for iPad and the incorporation of Smart Investor content with the masthead.”
A trade campaign that aligns with the Know You Know campaign will be launched next month.