News Corporation newspaper The Australian claimed its place at the heart of the nation with a TV advertising campaign released in July. It follows a mini relaunch for the paper and an overhaul of its website www.theaustralian.com.au.
When the old and the new are both true blue
When the call for help that’s needed
won’t go unheeded
When persistence is the answer
for a cure for cancer
When the cries of our young
bring us together as one
The Heart of the Nation
Click on the image below to play the video in YouTube
The Heart of the Nation campaign was developed at Clemenger BBDO, with media managed by ZenithOptimedia. The campaign, launched with television advertising on Sunday 22 July, is being supported by key TV sponsorships, online, cinema and executive channel advertising in major office foyers, golf clubs and airport media.
The lifesaver wearing a ‘burkini’ is used to show how a once traditional Aussie pursuit has evolved to embrace modern multicultural Australia.
Professor Ian Frazer, Australian of the Year in 2006, developed a vaccine to treat cervical cancer. The reference to the cries of the young would be interpreted by most Australians as a reference to the Federal government’s intervention in Northern Territory Aboriginal communities in response to the Little Children Are Sacred report on child sex abuse.
Alasdair Macleod, managing director, nationwide news at The Australian said: “This advertising campaign is designed to emphasise how The Australian, much more so than our competitors, reflects the values of modern Australia: increasingly outward -looking, optimistic and more and more self-assured about our country’s role in the world.”
Editor in chief Chris Mitchell added: “By clearly defining what the brand stands for the campaign creates an emotional bond between The Australian and its readers.”