News24 national brand campaign launches after major rebrand – News24 has launched its first national brand campaign since Sky News Australia moved to its new name.
The campaign promotes News24 across television, digital, app and streaming platforms. It follows the 27 July launch of the refreshed brand.
For Australian media watchers, the move is a useful sign of where the news market is heading. News24 is positioning itself around live television, direct digital products, FAST channels and connected TV viewing.
Campaign details
News24 says the campaign was created by its in-house creative and marketing team with Today the Brave and News Corp Australia’s Roller. Kaimera led media strategy and planning.
The News24 launch spot is available to view on the News24 website.
The rebrand also includes a new visual identity from Foxtel agency Balboa. That work covers the logo, motion graphics, studio design and a theme track created with Uncanny Valley.
News24 Head of Marketing and Communications Emma Van Der Aa said the campaign had to modernise the brand, attract new audiences and keep loyal viewers engaged. She said the network currently reaches 11.3 million Australians each month.
Early audience growth
News24 says its first four weeks under the new name have delivered gains across broadcast, regional, FAST and digital services.
- News24 was the number one non-sport channel on Foxtel, with average audiences up 22 per cent year-on-year.
- News24 Regional average audiences rose 12 per cent year-on-year.
- FAST channel News24 Now increased monthly viewing sessions by 43 per cent.
- News24.com.au and the News24 app lifted page views by 45 per cent compared with the previous month.
Jessica Burton, News24 Head of Creative, said the project was designed as a full identity system for television, digital products, studio design and sound.
Today the Brave chief executive Jaimes Leggett said the work needed to give Australians a reason to take another look at News24 after the rename.
Where News24 sits
News24 is operated by Australian News Channel Pty Ltd and sits within News Corp Australia. Its services include News24, News24 Weather, News24 World, FOX SPORTS News, News24 Radio, News24 Regional and FAST channel News24 Now.
The service is available through News24 subscriptions, Foxtel, BINGE, News24 Radio, News24 Regional, News24 Now and Sky New Zealand.
For more on the network’s rebrand, visit TV Central’s earlier coverage of Sky News Australia unveiling the News24 name and new media headquarters. More information is available from News24.