The Australian Financial Review launches new brand campaign

10 October 2016:

The Australian Financial Review has today unveiled a new brand campaign reaffirming its position as Australia’s premier destination for business and finance journalism. 

The new campaign brings back the much-loved tagline “Daily Habit of Successful People”. 

Financial Review Editor-in-Chief, Michael Stutchbury, said: “The new campaign perfectly captures the brand essence of The Australian Financial Review and its must-read status. It holds a mirror up to our readership of Australia’s leading business people, decision-makers, sophisticated investors, political elite, and those aspiring to be among them. 

“We have brought the ‘The Daily Habit of Successful People’ tagline back because it nails the very essence of who we are. It provides a rallying call to subscribe and reaffirms the Financial Review’s position as Australia’s premier destination for business and finance journalism.” 

The campaign’s launch was marked by a bellyband creative wrap of Monday’s newspaper and premium digital placements across afr.com. 

The campaign draws on the Financial Review’s distinct blue colour palette to celebrate the masthead’s instant recognition as Australia’s most prestigious business publication, and to anchor the multi-channel campaign delivery across out-of-home, print, digital, social media and owned channels. 

The brand campaign will be fully integrated across the subscription funnel and will for the first time utilise personalisation technology to create a targeted and compelling customer experience. 

Fairfax Media’s Director of Customer Marketing & Growth, Michael Laxton, said: “The Australian Financial Review is truly without peer as Australia’s premier destination for business news and information. The campaign reinforces the Financial Review’s enviable prestige and reputation for quality; the deep connection of loyal subscribers; and its strength and utility as a way to achieve success – and stay ahead.”

The Financial Review reaches 1.67 million people across print and digital according to emma (Enhanced Media Metrics Australia) data for July 2016. 

The Financial Review includes the premium business-related magazines, The Australian Financial Review Magazine and BOSS magazine, both inserted monthly along with Luxury and Sophisticated Traveller magazines several times a year. 

The strength of the Financial Review was recently recognised at the prestigious 2016 PANPA Newspaper of the Year Awards, with the Financial Review iPad winning Best Mobile Site or App; “AFR Innovation Surver” awarded Digital Publishing Innovation of the Year; and AFR Weekend named Weekend Newspaper of the Year. 

Campaign credits 
● Creative agency: With Collective, Sydney