News Corp and Kayo Sports launch first bundled subscription campaign via The Works + Big Red

In the lead up to footy season kick-off, News Corp Australia has collaborated with Australia’s new multi-sport streaming service, Kayo Sports, for the first time, to launch a bundled news and sports streaming subscription. This offer will be supported with a four-week integrated marketing campaign – a collaboration by The Works and Big Red.

Aimed at driving subscriptions among AFL and NRL fans, the campaign creative commences today and encourages people to ‘never miss a footy moment’.

Says Brendan Collogan, general manager customer marketing at News Corp Australia: “A digital subscription to our newspapers offers unmatched expert opinion from the country’s best sports journalists, access to match previews and post-game analysis, videos, podcasts, and SuperCoach stats.  

“Bundling with Kayo Sports, Australia’s premier sports streaming service, complements news content with over 50 sports instantly streamed, live and on demand, including live action of every round of 2019 NRL Telstra and 2019 Toyota AFL Premiership, giving footy enthusiasts unparalleled access to the content they love.”

Says Carly Loder, chief marketing officer, Kayo Sports: “We are excited to collaborate with News Corp Australia, offering our first bundled subscription with newspapers nationally.

“Footy fans will never miss a footy moment with this bundled subscription offering. They’ll have all the coverage, insights and entertainment at their fingertips, with the ability to instantly stream the action live and on demand, whenever they want, anywhere in Australia.

“From a positioning perspective, it’s a strong message to footy fans, bundling the country’s leaders in sports journalism and entertainment together.”

Earlier this month, during News Corp’s Q2 results announcement, global CEO Robert Thomson referred to Kayo Sports’ growing audience (115,000 subscribers since launch) and said the company looked forward with confidence to the peak selling season for the most popular winter sports in Australia.

The four-week multi-platform media and marketing campaign will feature print and digital ads across 29 of News Corp Australia’s metro and regional mastheads; TVCs during sports programming on FTA metro channels; OOH advertising on bus and train interiors in metro areas; radio advertising; digital display ads, press advertising as well as a digital and social media marketing campaign.

The bundled subscription offer is for a 12-month digital subscription of News Corp Australia’s metro and regional newspapers and a Kayo Sports subscription, at $30 per month for the first 12 months. Minimum cost is $360 and conditions apply.

Clients: News Corp Australia

Media agency: MediaCom