NZ Herald’s ‘News Worth Knowing’

Shining a spotlight on new brand work to watch, and the marketers behind it.

At a time when the media environment is everchanging and access to trusted, quality news is of more importance than ever, The New Zealand Herald has unleashed a distinctive new brand campaign, highlighting its promise to provide its audience with the ‘news worth knowing’. 

“We know from our research that, more than ever, Kiwis want quality, trustworthy journalism. Our new brand campaign emphasises the depth of the Herald’s editorial content and the fact New Zealanders can rely on us to
deliver ‘news worth knowing’,” says NZME Managing Editor Shayne Currie.

“We’re focused on providing news that NZME’s audience of 3.6 million people can trust. Earlier this year, we refreshed our editorial Code of Conduct and Ethics to support a focus on quality and trust in our newsroom – it’s our top priority. We’re also focused on ensuring the Herald is New Zealand’s Herald – with our team of more than 300 talented journalists across the country,” he adds. 

The hero element of the new brand campaign is a 30-second television commercial, which will be placed across television, digital video and cinemas nationwide. In the TVC, the Herald’s signature gothic ‘H’ is utilised as a lens, to showcase the variety of content that the Herald covers, including the latest breaking news, sport, business, travel and entertainment. 

Mandie Strachan, General Manager Marketing – Publishing, says that the new campaign is the first phase of making the Herald’s signature gothic ‘H’ synonymous for the Herald, nationwide. 

“The Herald has always pushed to be innovative and reflect the modern face of Aotearoa New Zealand. This new brand campaign plays on the concept of the New Zealand Herald being the lens through which New Zealanders view their world.

“A combination of skills and talents from various backgrounds went into this campaign. Our internal creative and sound and vision teams collaborated with Pati Design and Digital Scissors to help us create the full brand campaign. Also, thanks to the incredibly talented team at Parachute Music, we were able to develop our own custom audio for the Herald,” says Mandie. 

Over the next year, the brand campaign will be rolled out, bringing the brand experience to life across the Herald’s website, mobile app, emails, social content and future marketing and product initiatives. 

To watch the TVC, head on over to the NZ Marketing YouTube Channel, @nzmarketingmagazine380

This article was originally published in the Dec/Jan 2022/23 issue of NZ MarketingClick here to subscribe.

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