The West Australian Launches New Brand Campaign Declaring ‘The West Australian is WA – The West Australian has unveiled a major new brand campaign designed to reinforce its position as Western Australia’s most influential and trusted source of news.
The campaign, titled “The West Australian is WA”, aims to strengthen the connection between the state’s largest newspaper and the people, stories and identity of Western Australia.
According to the publisher, the campaign builds on the masthead’s more than 190-year history while highlighting its ongoing role as a trusted voice for Western Australians across both print and digital platforms.
Celebrating Western Australian Identity
The new campaign taps into themes of pride, belonging and state identity, positioning The West Australian as more than just a news publication.
Instead, the creative campaign seeks to weave the masthead into the fabric of everyday life across the state, drawing on iconic landscapes, defining moments and the uniquely Western Australian perspective that has shaped the publication for generations.
Chief Executive Officer Maryna Fewster said the campaign reflects the publication’s ongoing commitment to serving Western Australians.
“With a legacy spanning more than 190 years, The West Australian continues to evolve while staying true to our purpose,”
– Fewster said.
“This campaign reflects our commitment to telling Western Australia’s stories with pride, relevance and impact, creating lasting value for our readers and partners.”
Journalism at the Centre of the Brand
Editor-in-Chief Christopher Dore said the strength of the brand continues to be built on its journalism and the people behind it.
“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,”
– Dore said.
He added that the publication’s authority comes from its ability to ask difficult questions and tell stories that matter to local communities.
Multi-Channel Rollout
The campaign will roll out across print, digital, social media, video and out-of-home advertising as part of a broad marketing push designed to increase audience engagement across all platforms.
Chief Marketing Officer Nerida Collins said the campaign captures the emotional connection many Western Australians have with both the state and the newspaper itself, while providing a distinctive identity across multiple channels.
Created by Seven West Media Creative, the campaign forms part of a broader effort to reinforce The West Australian’s position in an increasingly competitive media landscape.
Media Release – Seven
Link to The West HERE
TV Central Seven content HERE
The West Australian Launches New Brand Campaign Declaring ‘The West Australian is WA
