WRC Unveils Dynamic Re-Branding For SST

21 September, 2006

WRC Unveils Dynamic Re-Branding For Sunday Star-Times

New Zealand’s only national broadsheet newspaper, the Sunday Star-Times will have a new look from this Sunday and a new advertising direction created by award winning agency WRC.

An integrated campaign rolls out this week, starting with a TVC, followed by cinema, newspaper, radio, outdoor and online executions from this weekend.
The concept aims to persuade casual readers that the intellectual stimulation generated by the Sunday Star-Times has a lasting impact.

Based around the idea of the ‘Sunday Star-Times - Making New Zealanders More Interesting’, the campaign seeks to deliver awareness that ‘you are what you read’.

It is the strongest brand work undertaken by the newspaper for several years, using stylish graphics to deliver the message that people who read the paper are more interesting than those who don’t.

WRC Managing Director, David Thomason says his team relished the challenge to clearly define, differentiate and communicate the Sunday
Star-Times brand in a permanent and emotional way so that more casual readers automatically reach for the Sunday Star-Times every weekend.

“The underlying premise of our creative strategy is to get people to understand the idea , ‘they are what they read’.

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“Our campaign explores that because the Sunday Star-Times has such a breadth of interesting and entertaining content that their readers will be enriched as people,” he says.

Sunday Star-Times Marketing Manager, Campbell Mitchell, says he’s sure readers will find the brand activity interesting, involving and entertaining – a reflection of the content and personality of the Sunday Star-Times.

“We’re very happy with the WRC concept. We want to position the
Sunday Star-Times as the paper that creates conversations…that readers find more intelligent, thought provoking and pleasurable,” he explained.

“Readers have lots of choices for time on a Sunday and we want them to feel confident they’ll be enriched, informed and genuinely more interesting across a range of topics important to New Zealanders by choosing the
Sunday Star-Times.”

ENDS

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