The New Zealand Herald unfolds new brand campaign

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AUCKLAND, Today: The New Zealand Herald has unveiled a distinctive new brand campaign, highlighting its promise to provide its audience with the ‘news worth knowing’. 

NZME managing editor Shayne Currie said: “We know from our research that, more than ever, Kiwis want quality, trustworthy journalism.

“Our new brand campaign emphasises the depth of the Herald’s editorial content and the fact New Zealanders can rely on us to deliver ‘news worth knowing’.

“We’re focused on providing news that NZME’s audience of 3.6 million people can trust. Earlier this year, we refreshed our editorial Code of Conduct & Ethics to support a focus on quality and trust in our newsroom – it’s our top priority.

“We’re also focused on ensuring the Herald is New Zealand’s Herald – with our team of more than 300 talented journalists across the country.”

The hero element of the campaign is a 30-second television commercial, which will be placed across television, digital video and cinemas nationwide.

“The hero element of the campaign is a 30s tvc, which will be placed across television, digital video and cinemas nationwide. In the tvc, the Herald’s signature gothic ‘H’ is utilised as a lens.”

In the tvc, the Herald’s signature gothic ‘H’ is utilised as a lens, to showcase the variety of content that the Herald covers, including the latest breaking news, sport, business, travel and entertainment.

Marketinng GM Mandie Strachan said: “The Herald has always pushed to be innovative and reflect the modern face of Aotearoa New Zealand. This new brand campaign plays on the concept of the New Zealand Herald being the lens through which New Zealanders view their world.”

“A combination of skills and talents from various backgrounds went into this campaign. Our internal creative and sound and vision teams collaborated with Pati Design and Digital Scissors to help us create the full brand campaign. Also, thanks to the incredibly talented team at Parachute Music, we were able to develop our own custom audio for the Herald.

“Over the next year, the brand campaign will be rolled out, bringing the brand experience to life across the Herald’s website, mobile app, emails, social content and future marketing and product initiatives.”

  • View the tvc below



Chief Marketing Officer: Katie Mills
GM Marketing – Publishing: Mandie Strachan
Creative Director: Graham Dolan
Group Creative Strategy Manager: Graham Stride
Senior Designer: Sarah Swanton
Senior Designer: Joseph Senior

Sound & Vision

Head of Creative Production: Carolina Simpson
Executive Producer: Christian Goeffic


Creative: Pati Design (CD Pati Fuiava)
Parachute Music Executive Producer: Mark de Jong
Parachute Music Songwriter/ Music Producer: Joe Faris –
Digital Scissors Film Editor: Francis Glenday

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