The Victoria’s Headlines campaign consists of a series of portraits of six young journalists, each with a headline from their own work emblazoned across their face.
More than 30 per cent of journalists in the Herald Sun newsroom are under 35 and Kammeron George, News Corp Australia general manager of marketing in Victoria, said there was an appetite within the leadership team to build the profiles of young talent.
“We knew the campaign had to be arresting – in the same way a headline can force people to stop and read,” she said.
“We want people to look at the portraits and be affected in such a way that it makes them curious and causes them to build new associations with the people responsible for delivering the news each day.”
The campaign was rolled out over the Easter long weekend via out-of-home placements, social media, rock posters in Melbourne CBD, Melbourne Cricket Ground LED signage and the Herald Sun’s owned print and digital assets.
The first stage of the campaign will run until June. It will then be followed by iterations of the campaign featuring high profile reporters, opinion writers and causes the paper has championed.
Emily McGrath, Herald and Weekly Times general manager of sales, said the campaign presented the very essence of what the Herald Sun stood for in a contemporary and unique way
“It’s unlike anything we’ve ever done and brings our young people to the fore; the very same people who campaign for change and make a difference in our community,” she said.
“By featuring our emerging journalists we are demonstrating our commitment to fostering upcoming talent whilst also resonating with our core target audience of young media professionals.”
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