Fairfax Media launches Sun-Herald consumer ad campaign via Whybin\TBWA\Tequila, Sydney
Fairfax Media Metro Division, via Whybin\TBWA, Sydney, has launched a major consumer advertising campaign to build awareness of the forthcoming relaunch of Sydney’s Sunday newspaper, The Sun-Herald.
The key objective of the campaign is to reposition The Sun-Herald as the premium and intelligent choice on a Sunday, targeting a smart and affluent audience.
A new Sun-Herald TV commercial has launched today on all commercial free-to-air networks and will run until late April.
The TVC features animations of the types of news, entertainment and lifestyle content readers of The Sun-Herald enjoy, and introduces a new brand line: “For your Sunday states of mind”.
A teaser wrap of The Sun-Herald in brown paper kicked off the consumer campaign yesterday, with press ads appearing in print from today. The campaign also includes outdoor, web, tablet, social media and radio executions.
“The Sun-Herald is a revered publishing brand in Sydney and we are very passionate about its next phase,” Editor-in-Chief and publisher, Sydney Publishing, Peter Fray, said.
“We’re looking forward to introducing a revitalised look and feel to The Sun-Herald’s audience of discerning Sydneysiders. It will feature great new content that will now draw on talent from across The Sydney Morning Herald and Sun-Herald’s newsroom,” he said.
The Sun-Herald will relaunch on Sunday March 25 and will feature new sections, new writers, new content and a new masthead.
“We are producing a paper for people’s ‘Sunday states of mind’,” Fray said. “Sunday is a time when our readers think about themselves, family and friends as well as the world outside, and the new Sun-Herald will reflect that.”
The Sun-Herald’s inserted magazine Sunday Life will also be relaunched next Sunday with a raft of changes designed to enhance the audience’s experience of the magazine every weekend.
Sunday Life will link with the recently launched Daily Life site, part of the Fairfax Women’s Network, and bring together the very best of health, wellbeing, food and wine as well as great feature stories.
“The new-look Sun-Herald, as well as the relaunched Sunday Life, will provide the best possible opportunities for our advertisers to engage a vast and valuable Sydney audience on a Sunday as they unwind from the week,” Fray said.
Further details about The Sun-Herald’s relaunch will be released shortly.
Agency: Whybin/TBWA/Tequila, Sydney
Gavin McLeod: Creative Director
Richard Shaw: Copywriter
Asheen Naidu: Creative Group Head
David Brady: Creative Group Head
Peter Fitzhardinge: Commander
Bryony Marks: Account Director
Kat Webb: Project Manager
Amelia Babos: Project Manager
Kristy Fransen: TV Producer
Simon Holdaway: Print Producer
Michael Kavanagh: Digital Producer
TV Production House: Mighty Nice
20 Comments
groan!
The work is getting worse.
I like it.
yeah, pretty good.
….pretty awful you mean.
“The key objective of the campaign is to reposition The Sun-Herald as the premium and intelligent choice on a Sunday, targeting a smart and affluent audience.”
And they then put ‘Kardashian’ and ‘Jersey Shore’ in the ads???
Poor strategy, worse execution.
Why, The New The Sun-Herald?
Yeah I might not be bitter enough yet but I really like it.
Peter Fitzhardinge: Commander
Rubbish.
@mb you might not be bitter, but you’ve got terrible judgement.
was the art director wearing adidas the day he did it?
Yup, rubbish.
I’m so sick of the trashy media promoting trashy celebrity. Even if it’s an attempt at being funny.
The work from Whybins Sydney just keeps getting worse by the day, what are all those high profile creatives doing around there?
@low rent The New Sun Herald is going to be a magazine
There’s that word again. ‘Lifestyle’. It will be interesting to see if Fairfax can produce a decent Sunday paper for people with a useable brain. The Saturday Herald is excellent. Let’s hope their idea of Sunday isn’t more moronic chic with restaurants, recipes and people being seen in overpriced clothes.
The ads are so enigmatic they hardly make you want to rush out for a copy of the first issue.
Put in my first ever comment. Being a Mac user I clicked submit twice. Got a message saying I’d submitted too many comments. Lost the whole thing.
Don’t need this crap. Fix your bloody system.
So it’s one third trash? Awesome!
even i can tell you thats a terrible headline…unless her name was Kardashistan…in which case its still a terrible headline.
Whats fresh and exciting about this…trying hard to bend three topics together…seems like paper is slave to the idea…if the new paper is as good as the ads look i think ill settle for a good book , switch on the telly or maybe just watch some grass grow !