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$6m makes for a stellar launch

A $6 million multimedia campaign to promote the new weekly section, Stellar, to be published in metro papers from this Sunday by News Corp Australia, launched on Monday.

The campaign provides a snapshot of the magazine’s star power, featuring brand ambassadors Matt Preston, Rachael Finch and Neale Whitaker, alongside international model Miranda Kerr.

The multi-channel campaign runs across TV, radio, print, digital and social channels. Both 30 and 15-second versions of the TV ad will be broadcast on the Seven Network, Network Ten and Fox Sports.

The creative has been executed by Archibald Williams, Heckler and World Wide Mind; and media has been booked Mediacom, Universal McCann.

NCSS30W1GNAT.00_01_17_13.Still003Stellar will reach almost 2.9 million readers a week through newspapers The Sunday Telegraph, Sunday Herald Sun and The Sunday Mail.

News Corp Australia’s chief marketing officer, Tony Phillips, said: “This initiative reflects our commitment to our Sunday audience.

“We wanted to ensure we appropriately supported the magazine with an all-encompassing campaign that not only showcases the surprising, intriguing and inspiring content that will be available with the Sunday paper each week, but also celebrates the amazing contributors who have agreed to be part of Stellar.”

Editor-in-chief Sarrah Le Marquand said she was eager to see the finished product in the hands of the readers.

“This is a magazine that will pride itself on beautiful photography, aspirational lifestyle and food content and creative fashion shoots that will sit alongside comprehensive and news-driven features,” she said.

NCSS30W1GNAT.00_01_13_01.Still002“In our first few issues alone, readers will find a diverse range of interesting personalities, including famous sports stars, musicians, actors, business identities, comedians and supermodels. There will always be an element of the unexpected within Stellar, as well as stories that provoke conversation.”




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