The West Australian launches new brand platform positioning itself as the voice of WA
The West Australian has unveiled its new brand campaign “The West Australian is WA” designed to reinforce its position as the State’s most influential and relevant source of news.
For generations, The West Australian has been the State’s storyteller, reflecting its people, championing its interests and providing a trusted voice in times of change.
Building on this legacy, the new campaign taps into a deep sense of pride, belonging and identity that is uniquely WA, while reaffirming the masthead’s relevance today as the authoritative voice of the State.
The creative leans into WA’s innate parochialism, weaving The West Australian into the fabric of everyday life, from iconic landscapes to defining moments that shape the State. It reinforces the brand not just as a source of news but as an enduring symbol of Western Australia itself.
Chief Executive Officer, Maryna Fewster, said: “With a legacy spanning more than 190 years, The West Australian continues to evolve while staying true to our purpose.
“This campaign reflects our commitment to telling Western Australia’s stories with pride, relevance and impact, creating lasting value for our readers and partners.”
Editor in Chief, Christopher Dore, said: “The West Australian is built on the quality of its journalism and the people who produce it – reporters and photographers who understand WA because they live it.
“They ask the hard questions and tell the stories that matter with depth, fairness and relevance. That is what gives the brand its meaning and authority.”
Chief Marketing Officer, Nerida Collins, said: “This campaign captures the emotional connection West Australians have with both the State and the brand.
“It gives us a strong, unmistakable way to show up across every channel, building recognition and encouraging audiences to engage more often and more meaningfully with The West Australian across print and digital.”
“The West Australian is WA” will be brought to life through a multi-channel rollout across print, digital, social, video and out-of-home.
The West Australian is part of Southern Cross Media Group. The new campaign was created by Seven West Media Creative.
Chief Marketing Officer: Nerida Collins
Head of Brand and Marketing: Corinna Conte
Creative Manager: Jessica Hankinson
Lead Graphic Designer: Daniel Johnson
Manager and Senior Producer, On-Air Promotions: Lal Perera
Motion Graphics Artist: Luke Griffiths
Audio Director: Jarrad Kidd
Music Composition and Production: Blake Williams and Brodie Stewart
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel