Sunday's Best

9 September 2011

Advertiser: Sunday Telegraph

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This weekend, The Sunday Telegraph will launch "Sunday’s Best" – a through-the-line campaign that aims to enhance the relaxed Sunday reading experience.

The campaign gets off the ground with a new TVC, supported by a print and online campaign featuring columnists Matt Moran, Donna Hay, Miranda Devine and Phil ‘Buzz’ Rothfield.

The Sunday Telegraph editor Neil Breen told AdNews while branding itself wasn’t the newspaper’s forté, the end result was “extremely pleasing”. Sydney-based creative agency The Monkeys developed the campaign.

“We started 2011 off throwing punches. We looked at the newspaper from top to bottom and our branding campaign is a natural extension of this work. It shows people we are confident we are the number one paper, not only in the Sunday market, but in Australia,” said Breen.

“We produce tabloids better than Fairfax and that’s because we try harder – there’s no doubt about it. And we’ve never stopped trying. That is our great asset,” Breen said.

Nationwide News marketing director Dave Goldman said the campaign was about a long-term continuous investment in the brand, which will extend into next year.

The TVC was directed by actor-turned-director Angus Sampson, with a voiceover by actor Stephen Curry. The TVC will run until the end of the year in metro and regional areas.

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