News Australia’s Back Australia: It’s Good For Us campaign has scored an early win, posting robust first-week engagement across its network as the publisher uses patriotic sentiment to galvanise both audiences and advertisers.
Launched on 26 October, the initiative aims to rally support for local businesses and jobs.
In its opening week, the campaign clocked 1.6 million article page views, 138,000 poll votes, 6.8 million social reach, a 58 percent newsletter open rate across 5.9 million sends, and 7,700 reader comments.
‘Response has surpassed expectations’
News Australia Client Partnerships Managing Director Lou Barrett said the performance validates the appetite for a pro-local message.
“When we started, we had a strong sense this campaign would resonate, but the response has surpassed all expectations,” she said.
“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.”
Lou Barrett
Partner brands lean in
The campaign features a high-calibre roster of founding partners including Harvey Norman, Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne, REA Group, Cadbury, R.M.Williams, Qantas, Vodafone and BHP – signaling advertiser appetite for a values-driven push.
Harvey Norman CEO Katie Page said consumers respond to local provenance.
“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 CEO Ben Lazzaro added, “Choosing ‘Australian Made’ products means supporting local jobs, businesses, and communities. It’s a simple, powerful choice that strengthens our economy, backs world-class standards, and helps Australia keep making what matters.”
Banking, business and belief
Westpac CEO Anthony Miller pointed to the financial sector’s long-term stake in local industry.
“We’ve been backing Aussie businesses since 1817. If we all get behind our local ideas and communities, the opportunity for Australia is profound,” he said.
The campaign continues across major mastheads including The Australian, news.com.au and state-based titles, alongside lifestyle brands Taste.com.au, Escape and Body+Soul.