The Australian Financial Review has launched a new brand campaign in a play to increase its paid subscribers.
The campaign, which launches across print, digital, social and outdoor today, is a reiteration of The Daily Habit of Successful People tagline The Financial Review used in 2011.
Fairfax Media director of customer and marketing growth Michael Laxton tells AdNews the new push should see a minimum increase of 10% in subscribers across print and digital.
He says with the campaign leveraging the targeting capabilities of both outdoor and digital, he expects it to exceed expectations.
“A lot has changed since the campaign was last in market in 2011. Obviously the biggest shift has been in digital and the technology available, which enables us to create a highly targeted customer experience and bring customers down the funnel to subscribe,” Laxton says.
For the outdoor component of the campaign, Fairfax worked with Carat to programmatically target consumers during peak hour on public transport.
The cover of The Financial Review today
Despite Fairfax CEO Greg Hywood signalling the move away from weekday papers in the future, Laxton says the campaign encourages subscribers to the digital and print products equally.
“We are targeting consumers with whatever way they want to read it – whether that’s print or digital. In terms of campaign spend, it skews a bit more towards digital because of the ROI and tracking capabilities,” he says.
“The Financial Review has a hard paywall so we are continuing to drive the subscription number and finding the balance between print and digital.”
Paying subscribers are becoming increasingly important to Australian publishers as advertising dollars continue to shift away from media platforms.
The campaign, by creative agency With Collective, was unveiled today using a bellyband creative wrap of Monday’s newspaper and digital placements across The Financial Review site.
Laxton say the tagline has proved successful in the past in targeting The Financial Review's business and finance audience, reinforcing the brand’s position in the market by using its distinct blue colour palette.
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