Australia’s best known financial and investment publication, Financial Review, will use its 60th birthday celebrations as a brand building platform with a focused campaign developed by Sydney creative agency The Hallway.
The campaign is titled 60 Pieces of Gold and centres on a month-long competition designed to draw attention to some of the major storiesbroken and covered by the newspaper that helped shape the country’s economic progress.
Print, outdoor, digital and ambient media will be used to attract people to the competition website, 60pieces.com. Daily clues will point people to answers that can be found in the Australian Financial Review and on AFR.com. Competitors will be eligible to win daily and weekly prizes, as well as a major prize draw to win 60 pieces of gold worth $60,000.
Jules Hall, managing partner at The Hallway, said the media campaign and competition reflected the urgency of daily newspaper and website journalism. “The work also underlines the extraordinary history The Australian Financial Review has in breaking the stories that havehelped shape the nation.”