Newsroom : Making Room for Independent Journalism.
In today's fast-paced media landscape, where information overload, competing news sources and the race for “clicks” dominate - trust in journalism is lower than ever before. Newsroom sought to solidify its position as a trusted source for independent journalism - and strengthen its position in the market. These Guys I Know leveraged our extensive understanding of news and media and our passion for journalism to develop a strategic positioning and brand platform for Newsroom. ‘Make Room for Newsroom’ is designed to give consumers reasons why they should choose Newsroom as a trusted media source. We articulated and highlighted values of independence, intelligence and integrity as part of our strategic communications approach.
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These Guys I Know researched and articulated Newsroom’s brand strengths identifying a clear opportunity for competitive difference. Developing a messaging framework that came to life through owned, earned and paid media, the campaign involved Newsroom’s own Managing Editors (Mark Jennings and Tim Murphy) introduce the campaign, expressing their commitment to independence, intelligence and integrity. Simple but striking “Make Room for Newsroom” billboards ran throughout the country and we created numerous video and social assets to support the concept. Make Room for Newsroom launched around the 2023 elections emphasising the need to “make room” for quality coverage - and, after the election outcome we delivered a tactical extension asking simply “now what?” - pointing to Newsroom for ongoing coverage worth making room for.
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As a result of These Guys I Know’s work, Newsroom’s brand identity became stronger and more clearly defined, reinforcing its position in the media landscape. With a sharper focus and an elevated presence, Newsroom successfully cut through the noise, claiming the position of independence, intelligence and integrity when it comes to news media. This is a position that can further be explored in the years ahead - providing a valuable tool for Newsroom moving forward.
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Themes : Media, Journalism, Content, Brand, Messaging, Brand Position, Creative, Public Relations
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