Redefining what it means to capture the 4.7 million Australians intending to buy a vehicle in the next three years, News Corp Australia has unveiled an entirely fresh approach to motoring content and advertising, representing a first for the Australian media group.
The highly-refined, curated content and advertising strategy for the automotive world is called ‘Driving Life’ and pulls togethers the full scale and reach of all News Corp’s channels.
Backed by six months of significant research across the category, ‘Driving Life’ creates unrivalled opportunities for vehicle manufacturers across News Corp’s entire portfolio of lifestyle, family, sport, food and women brands.
News Corp research has revealed the company reaches 85% of those people who intend to purchase a vehicle in the next three years; of those, 27% engage in motoring content. However, a staggering 98% of those people planning to buy a vehicle consume lifestyle, family, sport, food and women brands on a much more frequent basis.
News Corp managing director of national sales, Lou Barrett, says: “At News Corp we understand Australia’s lifestyle passions and the importance of motoring in enabling the pursuit of those passions, whether it’s news, travel, food, home, sport or luxury.
“Through Driving Life, we now know which content motivates, inspires, improves knowledge, and empowers consumers to feel confident that their car purchase will enhance their lifestyle.
“Driving Life harnesses the full power of News Corp’s sales, strategy, research and editorial teams with one singular ambition in mind - to connect our clients’ automotive brands to Australian life,” she said.
The News Corp sales and research team is currently in market unveiling the new slate of opportunities to key vehicle brands and advertisers.
Focused on 13 editorial and advertising initiatives, ‘Driving Life’ delivers fresh insights in a framework connected to readers’ life moments.
Each initiative draws on the News Corp portfolio, including GQ, Vogue Australia, The Australian, The Daily Telegraph, the Herald Sun, The Courier-Mail, The Advertiser, News.com.au, Taste and Kidspot. Naturally, many of the content and advertising strands will automatically run across the Friday motoring supplements.
News Corp head of research Matt Gower, who has devised and steered ‘Driving Life’, says: “With Driving Life, we are delighted to be bringing to market a truly all-of-News Corp proposition that encompasses a comprehensive consumer research study of 1,400 auto intenders, a developed strategic platform and 13 editorially-approved and fully-formed ideas for our clients.”
Three of the 13 initiatives include:
- First Time Buyers’ Advocacy Program: Mastheads will create editorially-led stories based on a nationwide poll to shine a light on the vulnerability of young drivers. This will act as a launch platform for the First Car Buyers’ Scheme advocacy program, engaging the community to get behind the cause and support efforts in championing this issue.
- Car Tech Life Hack Series: This series is a content strategy built on the fact that many people feel they lack automotive knowledge. It will break down jargon barriers, while experts will present videos that explain the details in a no-fuss fashion. Content will be pushed out primarily through News.com.au.
- delicious drives: The editorial team at delicious will embark on a series of foodie road trips to develop the ultimate guide to the most delicious food journeys across Australia. As part of the delicious drives partnership, the automotive client will receive exclusive ownership of delicious Travel for a three-month period, including bespoke integration across the platform. The content will utilise the breadth of Taste, Best Recipes, Kidspot Kitchen and Super Food Ideas to access and connect with the broader Food Corp network.
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