The Context
News was developing a brand campaign and needed to determine the best way to demonstrate a connection to community.
A case study with News Corp
A tag-testing campaign to identify which tagline enhances the reader’s sense of belonging
News was developing a brand campaign and needed to determine the best way to demonstrate a connection to community.
Understanding what community means in different cities, and developing a unified campaign that could be tailored to reach each market.
Focus groups were carried out across Melbourne and Sydney exploring the impacts of possible execution and taglines
The research produced direction for a campaign that could effectively speak to each market. This included refinements of executions, and creation of a new tagline with greater impact than the original options proposed.
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