The Australian launches new ‘For the informed Australian’ campaign via Archibald / Williams

The Australian has launched a new brand campaign via Archibald / Williams, celebrating bold reporting, the pursuit of truth and provoking debate; qualities the country’s only broadsheet, and largest digital national subscription news service, is proud to represent.

Launching the new positioning statement “For the informed Australian”, the campaign will run across television, newspaper and digital from today and comes off the back of a year that has seen The Australian’s readership and digital subscriber base grow under the leadership of editor-in-chief Paul Whittaker.

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Says Nicholas Gray, CEO, The Australian: “In the past year, The Australian has grown its print audience by 5.1 per cent and digital by 12 per cent as we continue to invest in our journalism, product innovation and member engagement. Today, with more paying readers than any time in our history, it is clear these efforts are resonating with our highly valued member base, and our advertising partners.”

Says Whittaker: “In this era of abundant content, it is more important than ever for a news brand such as The Australian to be bold and fearless in the pursuit of truth as well as promoting debate about the issues that matter most to Australians.”

The campaign, which heroes The Australian’s news, investigations, analysis and opinion.

Says Alice Bradbury, general manager marketing, The Australian: “This is the first brand campaign The Australian has released in four years.  We have always been proud of our product and the bold approach that makes it unique.  The timing is right to promote these qualities and invite Australians to ensure they are informed about the issues that matter to them and our nation.”

Agency: Archibald / Williams

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