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Challenge

Building a more resilient Australia

NRMA Insurance was undergoing a complete brand relaunch, repositioning as 'A Help Company' dedicated to building more resilient communities. As part of this transformation, their broadcast partnership with Nine of the Olympic and Paralympic Games played a critical role in reinforcing the new brand positioning. To supplement this, they needed a trusted content partnership with a leading new brand that could help demonstrate the brand's role as A Help Company. ​

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Solution-Execution

A credible partnership driving climate awareness

The Sun-Herald featured an eight-page mini-magazine, Beyond, brought to you by NRMA Insurance. Beyond explored how extreme weather is reshaping life in Australia, covering topics such as conscious travel, resilient housing, and climate preparedness. It also featured real-life stories on the devastating impact of the Black Summer fires of 2019. As part of the partnership, NRMA Insurance had the opportunity to integrate branded content and an op-ed from CEO Julie Batch, reinforcing their key brand messaging and thought leadership in helping Australians navigate the changing climate.

"NRMA Insurance has been helping Australians for almost 100 years. In launching our new positioning as A Help Company, we partnered with the Sun-Herald to create a mini-magazine that enabled us to engage a mass audience at scale about how extreme weather is changing the way we live. Through storytelling and associating our brand with a credible and trusted news provider, we demonstrated how we are helping Australians understand their local risks and prepare for extreme weather. Importantly, the content was educational news you can use, providing helpful advice and insights to empower readers to take action to be better prepared"

Michelle Klein
Chief Customer and Marketing Officer - IAG

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Leveraging trusted media to educate and empower Australians

The Sun-Herald enabled NRMA Insurance to reach a relevant audience at scale with educational content helping readers to make informed decisions in their everyday lives. The creation of a mini-magazine enabled NRMA Insurance to create brand association with a credible and trusted news brand in both print and Sydney Morning Herald digital channels.​

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