SMH launches major new ad campaign

By Mariam Cheik-Hussein | 6 February 2019
'You Deserve To Know' campaign

Nine-owned newspapers The Sydney Morning Herald and The Age have kicked off a major new ad campaign.

The push is the first following the merger with Fairfax, a deal which the MEAA criticised as a threat to independent journalism.

The campaign is rolling out across print, digital display, outdoor, broadcast video on demand and social media.

It was created by With Collective and Isobar, in partnership with the SMH and The Age subscription team. Digital agency Slik brought the campaign to digital display and social channels.

“The Herald and The Age have a highly engaged, loyal audience and ‘You Deserve To Know’ is about connecting them further with our journalism and what happens as a consequence of the news-breaking the editorial team does daily,” The Sydney Morning Herald and The Age group executive editor James Chessell said.

“'You Deserve To Know’ is the perfect platform for us to speak and connect with our readers at every part of the subscription journey, and to remind them that our journalism is for them.”

The traditional blue and red colour palette associated with the papers is made more bold in the new campaign which highlights the investigative journalism the publication conducted prior to merging with Nine.

One sign reads: 'When politicians put their interests before yours. You deserve to know'. Another references the recent Royal Commission into banking, which its journalists covered heavily, saying: 'If banks put profit before people. You deserve to know.'

News publications have been turning to a subscription based model as they continue to lose ad revenue over the years since the arrival of digital.

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