Showcasing the best in publishing, in partnership with B&T
In a world of endless scrolls and shifting algorithms, some stories simply refuse to be ignored. They command attention, spark conversation and stay with you long after the screen goes dark or the page is turned.
Now entering an evolved chapter, Nine has partnered with B&T to showcase the best in print and digital advertising. Whether it's the tactile prestige of a full-page spread or the data-driven precision of a digital masthead, Headliners spotlights the brands that don't just buy media – they own the moment.
Join us as we go behind the creative that captivates Australia.
For our new series 'Headliners', B&T Editor Tom Fogden talks all things publishing with Nine's Ashleigh Thomas, Commercial Director – Publishing Sales, Julia Naughton, Head of Life – Culture, Lifestyle & Travel, and Sarah Norris, Head of Good Food. Whether it's the tactile prestige of a full-page spread or the data-driven precision of a digital masthead, Headliners spotlights the brands that don't just buy media – they own the moment.
Explore the Headliners
Brewing Up a Revolution with T2
To establish T2 Tea’s professional credibility within Australia’s elite cafe culture, the brand partnered with Good Food’s Essential Sydney & Melbourne Cafes & Bakeries 2025 guide. This multi-layered campaign successfully blended the tangible nature of print with rich digital storytelling.
Moving beyond its established position as a staple in the home, T2 Tea sought to fundamentally evolve its brand perception by establishing itself as a credible, professional partner in the out-of-home cafe market, directly competing in a space often dominated by coffee.
The purpose was to validate T2 Tea’s professional relevance by creating a powerful association with Australia’s leading cafe culture. Driven by the insight that Aussies are passionate about quality and craft, the campaign capitalised on this by elevating the status of tea, encapsulated by the tagline, “Loved at home. Chosen by cafes.”
Good Food’s prestigious Essential Sydney & Melbourne Cafes & Bakeries 2025 guide was the “right cup” to make T2 the presenting partner. This partnership leveraged the trust and scale of The Sydney Morning Herald and The Age, instantly credentialling T2’s offering.
Anchored in a high-impact combination of print and digital, the partnership explored the artistry behind tea through a quality 16-page print liftout, an immersive digital advertorial, Collections sponsorship and social assets. This multi-layered approach proved effective by giving readers a tangible moment in print and a deeper story about the artistry of tea through digital, achieving 256% content target, 1.47% CTR and 1.1M+ Instagram reach.
“Our partnership was far more than just putting a logo on a piece of communication and walking away, it felt like a really obvious meeting of minds. As a brand and as a partnership fit, it was seamless. There is a real shared sense of craft, artistry, and care between our brands, and we worked together to show how we could collectively unlock that. The partnership enabled us to tell deep and rich stories; we had advertorials, social content, in app content. T2 sought to break the rules of the tea category. Off the back of this successful campaign, we signed on as the co-presenting partner of the Good Food Guide and Awards for the next two years."
Celebrating Heritage and Horizon with Range Rover
When the Australian Financial Review Magazine marked its landmark 30th anniversary, the theme of ‘Visionaries’ provided the perfect backdrop for Range Rover. This milestone was a unique opportunity to align with the individuals who have shaped the last three decades and those who will define the next thirty.
When The Australian Financial Review Magazine marked its landmark 30th anniversary, the theme of ‘Visionaries’ provided the perfect backdrop for Range Rover. This milestone was a unique opportunity to align with the individuals who have shaped the last three decades and those who will define the next thirty.
Aligning with the magazine’s reflection on the past and future of Australian influence, Range Rover developed the campaign ‘Visionaries Drive Progress’ that was built on a foundation of enduring influence, luxury, and the kind of forward-thinking leadership that mirrors the evolution of the 55-year-old brand itself.
The deep-seated trust and credibility of AFR made for the perfect high-level premium association that instantly connects the brand with an affluent audience, reminding readers they are a defining symbol of success among the nation’s leaders.
The partnership was anchored in AFR’s 30th Anniversary Dinner, with Range Rover as the principal partner. With a top-tier client list of CEOs, founders and cultural shapers, this was an unforgettable night with AFR and Range Rover at the heart.
Published was a consecutive double page spread that ran in the celebratory edition of AFR Magazine, with a simply elegant focus on the heritage of Range Rover, ensuring undivided attention that lended immediate credibility to the brand. To connect the print experience to a dynamic digital touchpoint, a video false cover ran on AFR’s Today’s Paper, driving even more high-impact awareness.
“Our 30th Anniversary dinner was a definitive statement on the power and influence of The Australian Financial Review Magazine. This wasn't merely a milestone celebration; it was a carefully curated gathering that converted three decades of editorial prestige into an evening that could be shared with one of our key partners, Range Rover.
The majority of our 100 guests had been featured in the pages of AFR Magazine; CEOs, founders, cultural shapers. It was both a formal dinner as well as intimate, peer-to-peer discussion among the nation's elite. Our partnership with Range Rover was crucial to this success.”
Take a look at Nine's dedicated AFR 30th Anniversary video here.
An “Ikonic” Moment for Scenic and The Australian Financial Review
Scenic’s primary ambition was to solidify its position as the global vanguard of ultra-luxury travel, specifically targeting Australia's most affluent and influential decision-makers. The brand sought to move beyond traditional travel marketing to cultivate genuine advocacy, positioning its Discovery Yachts not merely as vessels, but as the gold standard for high-net-worth individuals who view travel as an extension of their lifestyle. Anchoring the campaign was the unveiling of their newest vessel, Scenic Ikon, and reinforcing Scenic’s identity as an Australian-founded success story that understands the modern traveller's deep connection to wellness and cultural sophistication.
Scenic’s primary ambition was to solidify its position as the global vanguard of ultra-luxury travel, specifically targeting Australia's most affluent and influential decision-makers. The brand sought to move beyond traditional travel marketing to cultivate genuine advocacy, positioning its Discovery Yachts not merely as vessels, but as the gold standard for high-net-worth individuals who view travel as an extension of their lifestyle. Anchoring the campaign was the unveiling of their newest vessel, Scenic Ikon, and reinforcing Scenic’s identity as an Australian-founded success story that understands the modern traveller's deep connection to wellness and cultural sophistication.
The inaugural and highly anticipated launch of Fin Magazine’s HighSeas supplement (moving to AFR Magazine in 2026) made for the perfect cornerstone partnership for Scenic. This collaboration provided the brand with category exclusivity, allowing it to dominate the conversation within a premium editorial environment. By aligning with the Australian Financial Review’s authoritative voice, Scenic leveraged the tactile prestige of print and immersive digital storytelling to create a seamless cultural moment.
Across print, digital and events, Scenic’s partnership was a complete integration of the Australian Financial Review ecosystem, ensuring total brand immersion.
In publishing, high-impact print was led by a premium four-page gatefold in the HighSeas supplement, a strategic presence in the AFR Magazine Young Rich issue and Traveller’s Luxury Cruising Collection, which delivered +600,000 impressions. To bridge the gap between print and digital, Nine’s in-house Powered Studios team developed a bespoke immersive digital feature that transported readers into Scenic’s world of discovery. This digital dominance was solidified by securing a 100% share of voice within the prestigious HighSeas environment on afr.com, effectively commanding the category across all digital touchpoints and delivering +9,000 impressions, +65% above target.
The partnership culminated in a physical manifestation of luxury as Scenic took centre stage as the Principal Partner of the HighSeas launch event. Co-hosted by Fin Magazine’s Editor, Lauren Sams, the evening gathered an exclusive assembly of industry leaders for a deep-dive Q&A with Jason Flesher, Director of Discovery Operations. Every detail of the event served as a curated extension of Scenic’s “Nth Degree” service, from cocktails mirroring the onboard butler and whiskey offerings to signature fuchsia orchid arrangements. This strategic elegance was further reinforced by a plant-based culinary menu, ensuring that Scenic’s core pillars of wellness and sophisticated service resonated with every guest in attendance.
“Scenic was delighted to partner with Nine Publishing to launch HighSeas, an exciting new initiative celebrating the debut of Scenic Ikon, the latest innovation in the Scenic Discovery Yachts collection, to a premium audience. By collaborating closely with the Nine Publishing team to engage the influential Fin! readership, we were able to effectively showcase this milestone and connect meaningfully with a highly targeted market.”
Source: Nine Internal Data 2025.
CareerOne: On the Money with 9Honey
In a traditional recruitment landscape, job platforms typically wait for a user to feel a spark of urgency before they engage. However, CareerOne recognised that while most Australians are not actively refreshing job boards, they are constantly navigating a “quiet uncertainty” regarding their professional worth. In partnership with AI specialist Decidr, CareerOne identified a significant gap between the way people consume daily lifestyle content and the way they reflect on their own careers, pay and purpose. The insight was simple yet profound: people rarely discuss salary openly, leaving a persistent, lingering question of whether they are being underpaid.
In a traditional recruitment landscape, job platforms typically wait for a user to feel a spark of urgency before they engage. However, CareerOne recognised that while most Australians are not actively refreshing job boards, they are constantly navigating a “quiet uncertainty” regarding their professional worth. In partnership with AI specialist Decidr, CareerOne identified a significant gap between the way people consume daily lifestyle content and the way they reflect on their own careers, pay and purpose. The insight was simple yet profound: people rarely discuss salary openly, leaving a persistent, lingering question of whether they are being underpaid.
By embedding the tool within the trusted environment of 9Honey, the campaign lent instant credibility to the sensitive topic of salary, allowing users to “scratch the itch”, ensuring the interaction felt safe and rewarding. This digital-first strategy ensured the campaign reached passive candidates in a browsing mindset where career reflection feels organic. Delivering more than 600,000 page views, the result was a highly effective, measurable funnel that successfully turned casual editorial engagement into deep, AI-driven career intelligence, proving that the best career moves often start with simple, sparked curiosity.
“Working with Nine allowed us to reach audiences in a more natural, considered way. The combination of trusted editorial and smart distribution helped us engage people earlier in their career thinking, not just when they were actively job hunting. We look forward to exploring what we can do together next.”
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