launches new consumer campaign, Be On It

be on it

• The consumer marketing campaign rolls out from today

Website has unveiled a new consumer campaign in partnership with Bohemia Group, part of the M&C Saatchi Group. The campaign evolves the brand’s proposition with a new positioning and a call to action, to be on it. managing director Richard Skimin said: “Our previous consumer campaign, the news in colour, was really successful for the brand and ran for almost six years celebrating the breadth of’s content. 

“With the launch of our new campaign today, the goal is to shift the focus from us to our audiences. We don’t just want to show what we offer, but rather we want to capture the role that can play in our readers’ lives.

“We know that our audience wants to connect and understand the world around them. Whether it’s The Bachelor, the Budget or Ash Barty, they’re keen to be across it all. But there is a challenge.  

“People are inundated with news and content and it’s increasingly difficult to keep up. Yet it is a human instinct to want to be in the know – whether that’s at a neighbour’s barbeque, on a date, or in an elevator with work colleagues, you want to be seen to be on the pulse of it all. To be on it. offers Australians this new promise – we have the breadth and depth of coverage for any reader to enjoy and understand. We’re on it so they can be on it too.” editor-in-chief Lisa Muxworthy said the new brand campaign has a modern, fresh feel designed to reflect how the site talks to its audience every day. has a loyal monthly audience of more than 10.6 million. At the heart of what we do is start conversations and you’ve got to be on it to know what Australians are talking about and what matters to them. Our fresh positioning, be on it, aligns incredibly well with our content and I’m really excited by the opportunity it gives us to grow and diversify our audience. 

“We have a strong focus on increasing our younger audience in 2021 with a lot planned for the year ahead, from new video and audio projects to campaigns and a financial planning series for young people.”

Bohemia Group CEO Brett Dawson said: “It’s a privilege to partner with such an iconic Australian brand with such influence and reach. We needed a big platform idea that imbued the breadth and distinctive tone of, one that attracted and retained audiences, and worked in consumer and trade contexts.  

“Be on it. The new customer promise and call to action. It has endless scale and flexibility to work at a brand level and with the news cycle. It has a sense of urgency, a call to action towards the brand, for both audiences and advertisers. So all you need to do to be on it, is be on it.”

The consumer marketing campaign rolls out from today across digital, social and free-to-air and subscription TV.

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