Experience more: Sun-Herald launches brand campaign via Whybin\TBWA, Sydney

The Sun-Herald launched a new advertising campaign on the weeked designed to update people’s perceptions of the paper after an intensive year of content improvement. Created by Whybin TBWA, Sydney, the campaign will appear in press,online and outdoor. It is the first major campaign for Fairfax Media’sbiggest selling newspaper in nearly a decade. The campaign launched on Sunday with an execution in The Sun- Herald.

“We want to increase the profile of the The Sun-Herald and reinforce it as the more engaging, sophisticated Sunday paper in NSW,” said CEO, Sydney publishing, Fairfax Media Lloyd Whish- Wilson.

“The tagline, Experience More, will allow us to show there’s now more to the paper – more to our journalism, more to our quality sections, more for discerning readers to experience in their Sunday morning ritual of reading and relaxation.”

“We’re confident this new campaign will help to further entrench The Sun-Herald as the preferred choice of Sunday reading among its affluent target audience,” he said.

Readers can “experience more” with The Sun-Herald through its revamped,quality news coverage from Sydney’s best journalists, its comprehensiveand independent sports coverage, its must-read columnists and unique,engaging sections.

‘Experience More’ launched as a successful trade marketing campaignearlier this year, highlighting to advertisers the strengths of thepaper’s affluent, educated readership. In the latest Roy MorganReadership survey, the Sun-Herald share of the vital AB readers hasgrown to 58 per cent for the year to June 30.

Robert Whitehead, director of newspaper sales and marketing at theHerald, said: “Our readers enjoy consuming newspapers on the weekend,particularly on a Sunday when they feel that can truly relax andindulge in the paper.”