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Panpa Bulletin : July 2007
PANPA Bulletin July 2007 21 cover story is enjoying an upsurge in its position as one of the Australia's foremost media brands and continues to attract the country's best writers and commentators. "This advertising campaign is designed to emphasise how The Australian, much more so than our competitors, reflects the values of modern Australia; increasingly outward-looking, optimistic and more and more self-assured about our country's role in the world." Macleod's swipe at competitors was mild compared with the trenchant broadside fired in editorial run by The Australian about its brand relaunch. After listing some of its notable reporting successes, the editorial accused other news- papers of allowing themselves to be "side- tracked by fads such as anti-globalisation instead of recognising that in transcending borders, industry, commerce and science are lifting hundreds of millions of people out of poverty in India and China and at the same building the prosperity of Australia. "As the cult of celebrity and the pursuit of gossip skews the news judgment of some of our competitors, The Australian is proudly committed to keeping readers abreast not just of news and current affairs but at the cutting edge of developments in business, science, technology, the arts and the world of ideas. "We have always been and we still are the only national daily broadsheet, occupying in every sense the ground at the heart of the nation. We have bureaus in every state and territory. We cover the remotest outback, the country towns, the big cities, and we have more foreign bureaus than any other paper in the country. "The Australian today is more respected than at any time in its history. Our competi- tors are mired in the past ..." In support of its new position, The Australian has drawn up a supporting brand statement. "In a world where the easy option is to turn inward, The Australian encourages people to join the global conversation," the statement begins. "The Australian brings unshakable opti- mism that has been born of a visionary belief in our future prosperity," it says. "The outcome is a unique Australian brand. It discriminates fad from fact, confronts our challenges, celebrates our suc- cesses and inspires Australians to improve their place in the world." These images (and this month's cover picture) are from The Australian's Heart of the Nation advertising campaign and feature Muslim lifesaver Mecca LaaLaa and children of the Mutitjulu community at Uluru. Also being highlighted are the role of the booming mining sector and the work of the Australian Defence Force in relief and peacekeeping. The Australian used four of the images in the strong Page three editorial coverage it gave to its announcement of its relaunch. "The ads celebrate what it means to be Australian, championing values such as a fair go, acceptance, perseverance and optimism," the paper's story said. The campaign was inspired by a now-famous photograph of Uluru in ood, published by The Australian three years ago.
August September 2007