The largest marketing campaign ever by news.com.au is set to be rolled out across magazines, cinema screens, television and online.
The striking new ads will be seen as digital video pre-rolls on the news.com.au website, at transport hubs on billboards and bus shelters in Melbourne, Sydney and Brisbane, on the Seven free-to-air television network and Foxtel. The TV ads will also run at the cinema.
News.com.au is positioned as providing “the news in colour” by the campaign, which was created by the Bohemia Group in collaboration with The Glue Society and Revolver who worked on the video production aspects.
Some digital out-of-home ads will also be able to take a live RSS feed from content published in the website and will display it on-screen in the colour associated the type of story – for example, newly-published entertainment content will show up in a mauve colour.
This campaign replaces last year’s effort, which was built around the theme “get to the point.”
“It’s way more on the front foot,” news.com.au general manager Julian Delaney said. “We’re comfortable with who we are, and we are a colourful brand.”
“And it was almost right in front of us when Bohemia came back to us with the strategy.”
The campaign is partly targeted at existing users, “because we can’t ignore who comes to our site already, there’s too many of them,” Mr Delaney said. “We didn’t want to isolate our existing audience.”
“It’s not like you’re launching a brand here, it’s more like you’re relating and trying to communicate its position more than has previously been done.”
The decision to choose Bohemia for the campaign was down to an existing relationship with NewsLifeMedia.
“The entire operation oozes colour, and in a competitive and crowded landscape we feel the positioning will really resonate with Australians,” Bohemia managing partner Brett Dawson said in a statement.
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