INMA AWARD 2021 WINNER

BUSINESS CHALLENGE

News Corp had to reconciled many of their regional newspapers into their metropolitan ones. They had to assure readers that they are not getting rid of community news.

INSIGHT

Regional communities rely on newspapers not just to keep them up to date on current events but also to keep them connected to their friends and neighbours in the area.

IDEA

Local news is here to stay - a tagline and sentiment which sets a tone of empathy for the entire campaign.

EXECUTION

Other than the typical media channels (print, ooh, TVC’s, social and digital) we also got local journalists to write personal letters introducing themselves and encouraging the community to contact them regarding this big change.

We also created an empathy guide for our customer service centres to best guide regional subscribers on how to transition between their current subscriptions to a new one.