News24 has unveiled its first brand campaign following its launch on 27 July, marking a significant evolution for the network formerly known as Sky News Australia.
Drawing on the editorial heritage and credentials of News Corp’s global brand identity, News24 reflects the transformation of Australia’s first 24-hour TV news channel into a globally ambitious digital-first news brand.
The landmark rebrand campaign is the network’s most significant marketing initiative to date designed to reinforce its connection with loyal viewers, readers and listeners while expanding its reach among news-engaged audiences.
The launch campaign was created by the News24 in-house creative and marketing team, Today the Brave and News Corp Australia’s in-house creative agency Roller.
Independent media agency Kaimera led the media strategy and planning to deliver a fully integrated roll-out across TV, digital, print, PR, social, audio, out-of-home, transit, and retail to maximise reach, impact and audience engagement.
Emma Van Der Aa, News24’s Head of Marketing and Communications, said the campaign was carefully created to retain audience trust while modernising and repositioning the news brand for future growth.
“Renaming a trusted news network built on three decades of brand equity presented a unique challenge but also a rare opportunity to build upon a proud legacy of journalism. To seamlessly transition our loyal audience of 11.3 million monthly Australians to our new name without losing the connection we’ve built over decades, our strategy focused on talent-led creative across major touchpoints to reinforce our core brand proposition of real news and honest views.
“We’re just over a month in and the audience results are encouraging, supporting both our creative approach and media strategy, with strong engagement across our multiplatform network.”
At the centre of the campaign is a new visual identity built from the ground up in partnership with Foxtel’s creative agency Balboa, including a new logo, refreshed motion graphics package and redesigned studio environment to create a distinctive and contemporary brand presence across every platform.
Jessica Burton, Head of Creative at News24, said the rebrand provided a rare opportunity to rethink every visual element of the network’s signature design, including the commissioning of a new theme track with the acclaimed team at Uncanny Valley.
“For us, this was far more than a renaming project. We approached it as the creation of an entirely new brand identity, developing a distinctive visual system that reflects the scale of News24’s ambition and positions us for the future.
“From our broadcast studios and show branding through to our motion design, and new network theme song and sonic, every element was purpose-built to create a cohesive and recognisable audience experience that is distinctly News24.”
The campaign was delivered through a phased communications strategy, beginning months before launch with a talent-led audience education push centred on the message: “Our name is changing. Our brand of news isn’t.”
At launch the campaign leveraged News24’s recognisable on-air talent to signal the start of “A new era of news” and a strengthened commitment to deliver real news and honest views.
Jaimes Leggett, Managing Partner, Today the Brave said: “As with any rebrand of this scale, the creative challenge was not simply to announce a new name – it was to give people a compelling reason to look again. We wanted the campaign to capture the confidence and momentum of News24 while showing that this is a brand built for the way Australians consume news today.
“The result is work that feels direct, energetic and culturally relevant, with the flexibility to make an impact across every channel. It is a privilege to help introduce News24 at such a defining moment for the brand.”
Anna Magliano, Chief Client Officer at Kaimera said: “A significant amount of strategic thinking, collaboration and precision went into bringing one of Australia’s most iconic rebrands to life. Underpinned by a data-led media strategy and meticulous planning, we’re incredibly proud of the role Kaimera played in delivering this major brand transformation for News24 and its loyal audience.”
The rebrand also saw News24 launch a suite of new digital platforms. Developed and rebuilt internally at News Corp Australia, News24.com.au and the News24 Australia app now deliver a faster and more intuitive experience optimised for content discoverability, underpinned by a significantly expanded content offering.
Across the first four weeks of the campaign, News24 ranked as the #1 non-sport channel on Foxtel with average audiences up +22% year-on-year, regional free-to-air channel News24 Regional average audiences up +12% year-on-year, FAST channel News24 Now monthly viewing sessions were up +43% and News24.com.au website & app page views increased +45% on the previous month.
Sources:
Kantar Linear STB Data, Ave Aud, 1 Min Cume reach, Audience Share %, Consolidated 27 July – 23 August 2026 Linear – OzTAM Regional Panel, Total People, All Day, Ave Aud (000s), Share %, 1min, Cume Reach Note – Ratings only include the 4 markets News24 Regional ratings are captured – QLD, NNSW, SNNW, VIC Amagi Analytics & Cascada Analytics, Adobe Analytics Read related topics:Australian business