Lou Barrett
News Australia's 'Back Australia' campaign, which launched 26 October, has already created national conversations about the importance of supporting local businesses, jobs and communities and uniting Australians.
In its first week, the campaign had 1.6 million article page views and 138,000 poll votes.
The social media impact was significant, with a reach of 6.8 million, reflecting how cultural conversations ignite and spread online.
5.9 million newsletters were sent with a 58% open rate and 7,700 reader comments, showing a strong desire from Australians to be part of the dialogue about supporting the local economy, business, ideas and communities.
Client Partnerships managing director for News Australia, Lou Barrett, said the campaign's reach demonstrates how Australians connected with cultural messaging about how to create a prosperous future.
“When we started, we had a strong sense this campaign would resonate, but the response has surpassed all expectations,” said Barrett.
“We have ignited a conversation that will help shape a stronger, brighter future for us all by empowering Australians to support local businesses, jobs and communities. And this is just the start. We're in this for the long haul - because together we can make a difference.”
Founding partners behind the campaign were Harvey Norman, Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne, REA Group, Cadbury, R.M.Williams, Qantas, Vodafone and BHP.
Harvey Norman CEO, Katie Page, highlighted the value of Australian made products and goods to consumers.
"The Australian consumer actually wants to know if it's made in Australia or elsewhere," she said.
"Often retailers aren't doing a great job at highlighting the fact that it is Australian made. And consumers truly understand it is a quality product when it is made here -and they will pay a bit extra."
Australian Made Campaign chief executive, Ben Lazzaro, said shopping ‘Australian made’ has a powerful impact on the economy and helps support local jobs, businesses and communities.
"Choosing ‘Australian Made’ products means supporting local jobs, businesses, and communities," he said.
"It’s a simple, powerful choice that strengthens our economy, backs world-class standards, and helps Australia keepmaking what matters."
Westpac CEO, Anthony Miller, said it is important to continue getting behind Australian businesses.
“We’ve been backing Aussie businesses since 1817,” he said.
“If we all get behind our local ideas and communities, the opportunity for Australia is profound.”
The Back Australia campaign can be seen across the News Australia's network including The Australian, news.com.au, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, The Mercury, NT News, Cairns Post, Gold Coast Bulletin, Toowoomba Chronicle, Townsville Bulletin and Geelong Advertiser, as well as lifestyle titles including Taste.com.au, Escape and Body+Soul.
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