News Corp, Westpac and Legacy join forces for ANZAC Spirit Coin Collection via The Works

Rounding out its four-year coverage of the Centenary of WW1, News Corp Australia has today announced the launch of a special ANZAC Spirit-themed multi-platform editorial, retail and marketing campaign, developed by The Works, across all 22 metro and regional print and digital newspapers.

The ANZAC Spirit campaign will be underpinned by a 15-day coin collection for readers to purchase, developed in partnership with Westpac, Legacy, and the Royal Australian Mint. The coin collection will be officially unveiled at the Australian War Memorial today by Brendan Nelson AO.

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In addition, several key editorial initiatives will acknowledge and thank those who serve and shine a light on the issues faced on the homefront when they return.

As the major partner of the initiative, Westpac will donate $250,000 to Legacy to help continue their support of families affected by the death or illness of a family member who served in the Australian Defence Force. This will take the total amount donated by Westpac to Legacy, as part of the four-year partnership, to $1.5 million.

Says Michael Miller, executive chairman, News Corp Australasia: “In the month leading to the 100th anniversary of Armistice Day, our ANZAC Spirit commemoration will encourage Australians to reflect on the legacy of war, to honour the enduring values of those who served, and to keep the ANZAC stories alive.

“We are uniquely positioned and privileged to help our Australians connect with our military past, as evidenced by our extensive four-year ANZAC campaign.

“The stories we share about our ANZACs for past, present and future generations must forever be treasured, remembered and celebrated.”

Speaking about Westpac’s partnership with Legacy, Adrian McCaffrey, head of consumer marketing for Westpac Group says: “We are incredibly proud of our partnership with Legacy, and feel privileged to be able to assist in their ongoing support of the families of those who served their country.

“Westpac has a long-standing history of helping veterans into employment – and our partnership with Legacy enables us to extend this support to the spouses and families of veterans impacted by war.”

Says Rick Cranna, chairman, Legacy Australia: “The ANZAC Spirit campaign will encourage Australians to reflect on the legacy of war over the past 100 years, and the quintessential qualities our brave servicemen and women have displayed in serving our country.

“We currently care for around 60,000 beneficiaries, and the generous support from Westpac and News Corp, means we are able to continue doing our good work, and ensuring all generations pause to remember the sacrifices made to protect Australia and our way of life.”

Building on the momentum of the previous three ANZAC Coin Collections, the 2018 Coin Collection celebrates the values of our ANZACs – values that defined our nation – adapted from the Australian War Memorial’s stained glass windows featured in the Hall of Memory – Devoted, Brave, Independent, Resourceful, Enduring, Disciplined, Decisive, Loyal, United, Patriotic, Curious, Confident, Knowledgeable, Honest and Daring.

The limited-edition, collection of 15 commemorative legal tender includes four 50c coins and eleven 20c coins designed by the Royal Australian Mint which will be available with purchase any of News Corp’s 22 metro and regional newspapers. The first coin and a unique collector’s album will be free, with subsequent coins available for $3 each with the paper.

Miller said the release of the unique coin collection would coincide with a raft of editorial initiatives, including the #ThanksForServing campaign launched last week, and a Jobs for Veterans push in partnership with Westpac and the RSL.

In addition, The Daily Telegraph has, this week, unveiled an uplifting 8-part documentary titled Voodoo Medics, which documents the experiences of the medics of Australia’s Special Operations Command (SOCOMD) who have fought some of the most traumatic and intense battles – to save their mates’ lives – in the desert and dusty field hospitals of Afghanistan.

This elite group of modern veterans – known as Voodoo Medics – are being acknowledged for their life-saving contribution to the war on terror in the documentary series, sharing their stories of trauma, resilience and post-traumatic growth.

Voodoo Medics unpacks the most defining experiences of six medics – affectionately referred to by their call sign ‘kilo’ – who served inside SOCOMD since 2003.

Marketing of the ANZAC Coin Collection includes 30 sec and 15 sec national TV ads, radio advertising, point of sale, bus shelter, press, digital, PR, social marketing and database marketing.

The Coin Collection will launch on the weekend of October 27-28 and will run for 15 days across all 22 print and digital News Corp mastheads. Participating newspapers are:

·         The Daily Telegraph/The Sunday Telegraph (NSW)

·         Herald Sun/Sunday Herald Sun (VIC)

·         The Courier-Mail/The Sunday Mail (QLD)

·         The Advertiser/Sunday Mail (SA)

·         NT News/Sunday Territorian (NT)

·         Mercury/ Sunday Tasmanian (TAS)

·         The Cairns Post (QLD)

·         Townsville Bulletin (QLD)

·         Gold Coast Bulletin (QLD)

·         Geelong Advertiser (VIC)

·         The Toowoomba Chronicle (QLD)

·          Sunshine Coast Daily (QLD)

·         The Morning Bulletin (Rockhampton, QLD)

·         The Northern Star (Lismore, NSW)

·         NewsMail (Bundaberg, QLD)

·         The Daily Mercury (Mackay, QLD)

·         The Queensland Times (Ipswich, QLD)

·         Fraser Coast Chronicle (QLD)

·         The Observer (Gladstone, QLD)

·         The Daily Examiner (Grafton/Clarence Valley, NSW )

·         The Gympie Times (QLD)

·         Warwick Daily News (QLD)

Marketing Lead: News Corp Australia Retail Mar
keting; Marketing Communications & PR teams

Studio Artwork: Chris Hall