Oldest story tradition inspires new message from News Corp

For its first major trade marketing campaign in almost a decade, News Corp drew its inspiration from the world’s oldest storytellers.

Mura Ukapilamayzinga (All Connected) by Alick Tipoti.

For its first major trade marketing campaign in almost a decade, News Corp drew its inspiration from the world’s oldest storytellers.

The media company’s fresh pitch to clients – A Whole News Way to Grow – is to be told through the work of Torres Strait Islander artist Alick Tipoti, whose painting represents a journey of growth and change.

“This campaign visually depicts a community’s transition from the past to an increasingly digital world; a transition that News Corp Australia has made over the years,” said Lou Barrett, managing director of national sales at News Corp Australia (publisher of The Australian).

“We think differently now about our clients’ businesses, and the campaign aims to demonstrate this.

“We’re going through a whole growth phase with our clients, and that’s why a ‘whole news way to grow’ makes sense, and I love the fact that it draws on the inspiration of the growth of Australia, and upon the storytelling ability of our First Nations people.”

Tipoti, from Badu Island in the Torres Strait, was commissioned to produce the artwork, Mura Ukapilamayzinga (All Connected), for the campaign.

“The patterns carved into this particular work are of Melanesian style. Each pattern touches all the symbols depicted in the work and they are all connected together,” he said.

“It starts from the symbol of fire. Fire is represented at the top right corner of the print as the smoke marking starts to spread into the top half of the work. Through the smoke patterns, I have shown the evolution of communication into the world of technology.

“This fire represents the beginning of all cultures of the world.”

Ms Barrett said the campaign’s artwork reflected the transformation of the news and advertising businesses over time.

The campaign’s “first burst” will be rolled out to clients and trade media during the next eight weeks, but Ms Barrett said the message would “underpin everything that we do” beyond the life of the initial marketing push.