The Nine Network Australia has launched a new branding campaign for its news and current affairs programming, which draws inspiration from the now iconic “Who’s Who of News” which was first created by advertising guru Allan Morris in 1993.
When asked to come up with a new campaign for Nine News, Allan hit upon the one thing he felt was the strongest point of difference between Nine and it’s competitors.
It’s people.
More than any other network, Allan felt Nine had Australia’s most recognisable and distinguished journalists - the “Who’s Who of News”.
The Nine Network’s Director of News and Current Affairs John Westacott said this fact had not changed, which is one of the reasons the campaign has been re-introduced.
“Historically Nine has always, and remains, the Network people turn to when a big story breaks,” he said. “We have always stood by our viewers, bringing them the most accurate and up to date coverage which they can trust.”
The soundtrack to the re-launch of the “Who’s Who of News” campaign is John Lennon’s Stand By Me – which, despite its age, has an attitude and freshness which carries the message: “Who stands by you when news touches your life?”
Mr Westacott said the journalistic pedigree of Nine is without peer.
“There is no other Network which can lay claim to presenters and reporters with the experience, polish and ability of this network,” he said.
“We have people such as Ray Martin, Mark Ferguson, Mike Munro, Laurie Oakes, Peter Harvey, Tracy Grimshaw, Ellen Fanning, Liz Hayes, Tara Brown, Peter Overton, Mark Burrows, Robert Penfold, Michael Usher, Peter Hitchener, Tony Jones, Bruce Paige and Heather Foord to name but a few.”
By using memorable vision from the big stories of the past few years, the human side of what Nine’s news and current affairs team do everyday will be featured – breathing new life into the “Who’s Who of News” campaign.
It could be summed up with Michael Usher’s enthusiastic stand-up at the Soccer World Cup. Standing on the shoulders of Aussie supporters, barely heard above the cheering as he shares the excitement of a spectacular sporting moment.
Or Robert Penfold hugging the Hurricane Katrina victims he found in New Orleans or Ray Martin supporting Terry Irwin while she looks at the tributes left by thousands of fans during her extraordinary interview.
The promotion will make its debut on-air tonight, and will be heavily utilised within Nine’s programming as well as on radio and in print as a strategic marketing campaign which will run over the next three months.
