{"id":592528,"date":"2026-09-07T03:20:29","date_gmt":"2026-09-07T03:20:29","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/592528\/"},"modified":"2026-09-07T03:20:29","modified_gmt":"2026-09-07T03:20:29","slug":"news24-audience-jumps-as-network-unveils-campaign-behind-new-era-of-news","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/592528\/","title":{"rendered":"News24 audience jumps as network unveils campaign behind \u2018new era of news\u2019"},"content":{"rendered":"

News24\u00a0has unveiled its first brand campaign following its launch on 27 July, marking a significant evolution for the network formerly known as Sky News Australia.<\/p>\n

Drawing on the editorial heritage and credentials of News Corp\u2019s global brand identity,\u00a0News24\u00a0reflects the transformation of Australia\u2019s first 24-hour TV news channel into a globally ambitious digital-first news brand.<\/p>\n

The landmark rebrand campaign is the network\u2019s 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.<\/p>\n

The launch campaign was created by the\u00a0News24\u00a0in-house creative and marketing team,\u00a0Today the Brave\u00a0and News Corp Australia\u2019s in-house creative agency\u00a0Roller.<\/p>\n

Independent media agency\u00a0Kaimera\u00a0led 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.<\/p>\n

Emma Van Der Aa,\u00a0News24\u2019s 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.<\/p>\n

\u201cRenaming 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.<\/p>\n

\u201cWe\u2019re 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.\u201d<\/p>\n

At the centre of the campaign is a new visual identity built from the ground up in partnership with\u00a0Foxtel\u2019s creative agency\u00a0Balboa, including a new logo, refreshed motion graphics package and redesigned studio environment to create a distinctive and contemporary brand presence across every platform.<\/p>\n

Jessica Burton, Head of Creative at\u00a0News24, 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.<\/p>\n

\u201cFor 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\u00a0News24’s ambition and positions us for the future.<\/p>\n

\u201cFrom 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\u00a0News24.\u201d<\/p>\n

The campaign was delivered through a phased communications strategy, beginning months before launch with a talent-led audience education push centred on the message:\u00a0“Our name is changing. Our brand of news isn’t.”<\/p>\n

At launch the campaign leveraged\u00a0News24’s recognisable on-air talent to signal the start of \u201cA new era of news\u201d and a strengthened commitment to deliver real news and honest views.<\/p>\n

Jaimes Leggett, Managing Partner, Today the Brave said: \u201cAs 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.<\/p>\n

\u201cThe 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.\u201d<\/p>\n

Anna Magliano, Chief Client Officer at Kaimera said: \u201cA significant amount of strategic thinking, collaboration and precision went into bringing one of Australia\u2019s most iconic rebrands to life. Underpinned by a data-led media strategy and meticulous planning, we\u2019re incredibly proud of the role Kaimera played in delivering this major\u00a0brand transformation for News24 and its loyal audience.\u201d<\/p>\n

The rebrand also saw\u00a0News24\u00a0launch a suite of new digital platforms. Developed and rebuilt internally at News Corp Australia,\u00a0News24.com.au<\/a>\u00a0and the\u00a0News24 Australia\u00a0app now deliver a faster and more intuitive experience optimised for content discoverability, underpinned by a significantly expanded content offering.<\/p>\n

Across the first four weeks of the campaign,\u00a0News24\u00a0ranked as the #1 non-sport channel on Foxtel with average audiences up +22% year-on-year, regional free-to-air channel\u00a0News24 Regional\u00a0average audiences up +12% year-on-year, FAST channel\u00a0News24 Now\u00a0monthly viewing sessions were up +43% and\u00a0News24.com.au<\/a>\u00a0website & app page views increased +45% on the previous month.<\/p>\n

Sources:<\/p>\n

Kantar Linear STB Data, Ave Aud, 1 Min Cume reach, Audience Share %, Consolidated 27 July \u2013 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<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"News24\u00a0has unveiled its first brand campaign following its launch on 27 July, marking a significant evolution for 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