The Australian Financial Review has unveiled a new brand campaign incorporating print in a bid to bolster its leading position in business and finance journalism.

The campaign will recycle the masthead’s former tagline: Daily Habit of Successful People which will be used in a bellyband creative wrap on today’s newspaper and digital placements across its website.  

Fairfax Media’s print sites are located in North Richmond and Beresfield, New South Wales.  

AFR editor-in-chief Michael Stutchbury says, “The new campaign perfectly captures the brand essence of AFR and its must-read status. It holds a mirror up to our readership of Australia’s leading business people, decision-makers, sophisticated investors, political elite, and those aspiring to be among them.

“We have brought the The Daily Habit of Successful People tagline back because it nails the very essence of who we are. It provides a rallying call to subscribe and reaffirms the Financial Review’s position as Australia’s premier destination for business and finance journalism.”

The campaign will use AFR’s distinct blue colour palette to bolster the masthead’s multi-channel campaign delivery across print, digital, social media and out-of-home owned channels.

Fairfax Media’s director of customer marketing and growth, Michael Laxton says, “The AFR is without peer as Australia’s premier destination for business news and information.

“The campaign reinforces AFR’s enviable prestige and reputation for quality; the deep connection of loyal subscribers; and its strength and utility as a way to achieve success – and stay ahead.”

AFR reaches 1.67 million people across print and digital according to emma and AFR Weekend was recently recognised at the 2016 PANPA Newspaper of the Year Awards winning the Weekend Newspaper of the Year gong. 

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