The West Australian has launched a new brand campaign, “The West Australian is WA”, positioning the masthead as a defining voice for Western Australia.
The campaign aims to connect the news brand with WA’s sense of identity, pride and place. It will roll out across print, digital, social, video and out-of-home.
The creative links The West Australian with everyday life in the state, from iconic landscapes to major local moments. It also highlights the masthead’s role as a source of news and a long-running symbol of Western Australia.
Maryna Fewster, Chief Executive Officer, said the campaign reflects the title’s long history and continuing role in the market.
“With a legacy spanning more than 190 years, The West Australian continues to evolve while staying true to our purpose.
“This campaign reflects our commitment to telling Western Australia’s stories with pride, relevance and impact, creating lasting value for our readers and partners.”
Christopher Dore, Editor in Chief, said the masthead’s authority comes from its journalism and newsroom.
“The West Australian is built on the quality of its journalism and the people who produce it – reporters and photographers who understand WA because they live it.
“They ask the hard questions and tell the stories that matter with depth, fairness and relevance. That is what gives the brand its meaning and authority.”
Campaign to run across key channels
Nerida Collins, Chief Marketing Officer, said the campaign was designed to capture the connection between West Australians and the brand.
“This campaign captures the emotional connection West Australians have with both the State and the brand.
“It gives us a strong, unmistakable way to show up across every channel, building recognition and encouraging audiences to engage more often and more meaningfully with The West Australian across print and digital.”
The West Australian is part of Southern Cross Media Group. The campaign was created by Seven West Media Creative.
Credits
Chief Marketing Officer: Nerida Collins
Head of Brand and Marketing: Corinna Conte
Creative Manager: Jessica Hankinson
Lead Graphic Designer: Daniel Johnson
Manager and Senior Producer, On-Air Promotions: Lal Perera
Motion Graphics Artist: Luke Griffiths
Audio Director: Jarrad Kidd
Music Composition and Production: Blake Williams and Brodie Stewart
West Australian Newspapers is part of Southern Cross Media Group. Its portfolio includes The West Australian, The Sunday Times, PerthNow, The Nightly and regional publications across Western Australia.