News Corp Australia is getting behind the Matildas in the lead up to the World Cup semi-final with a series of editorial initiatives to celebrate the team's success.
All of the state-based mastheads feature a souvenir double-page team poster of Australia’s national soccer stars and The Daily Telegraph is renamed The Daily Tillygraph as the Matildas arrive in Sydney ahead of the semi-final on Wednesday.
Today, they will feature a collectable Hayley Raso hero poster and on Wednesday, the mastheads will publish a Mary Fowler hero poster and a special glossy Sam Kerr face mask and Go Matildas poster will be inserted in every edition.
Over the weekend, The Courier-Mail was renamed The Kerr-ier Mail; souvenir editions of the Saturday state-based mastheads included high-impact wraps of Herald Sun, The Courier-Mail, The Advertiser and The Daily Telegraph dedicated to the Matildas, along with the final piece of a giant four-part Sam Kerr poster.
News Corp Australia’s national sports editor Matthew Kitchin said the Women's World Cup has brought the finest athletes on the planet to Australia's backyard.
“Since the start of the World Cup we have published more than 550 stories and seen more than 21.7 million* page views of our coverage of the event across all of the company’s mastheads," he said.
“From Sam Kerr to Mary Fowler and the rest of the team, we are proudly covering every moment of the Matildas' World Cup campaign.”
News.com.au editor-in-chief Lisa Muxworthy said the news.com.au audience is highly engaged with coverage of the Matildas and the World Cup.
"Australians have been more interested in this content than interest rates, the Logies, Barbie and Oppenheimer, and reality TV show coverage," she said.
"Traffic to the section is almost 40 times more than peak capacity of the Sydney Football Stadium and 25 times more than Stadium Australia.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.