Re-branded Brisbane Times delivers a new era of news for Australia’s fastest-growing region.
Nine today reveals a new-look Brisbane Times, with an increased investment in an expanded editorial team, refreshed brand identity, a stunning marketing campaign and a new vigour to provide Queenslanders with news like never before.
As the population of south-east Queensland surges, creating both opportunities and challenges, the need for quality journalism that better reflects the region has never been more crucial. A stronger Brisbane Times with an expanded editorial offering will provide a much-needed independent voice in a market that is growing faster than any other city in Australia.
With numerous new editorial hires, including Food and Culture Editor Matt Shea, City Reporter Courtney Kruk and Sport Reporter Nick Wright, Brisbane Times will set a new benchmark in local news for a changing, progressive city. As Brisbane becomes a growth area with a Gen Z demographic, the investment in the masthead in the lead up to the Olympics in 2032 will ensure the region is served with world-class journalism into the future.
James Chessell, Nine’s Managing Director – Publishing, said: “It’s no small thing to be investing in a newsroom at a time when many other media organisations are pulling back, but we strongly believe Brisbane deserves a stronger alternative. Brisbane Times has always put independent journalism – not ideology – at the centre of what it does. By committing more resources to the newsroom we will be able to serve its growing audience with more stories that make a meaningful difference to their lives.”
A prominent marketing campaign will today roll-out across Queensland, utilising out-of-home, Nine’s in-house inventory and digital assets. Using striking still photos and video content from internationally-renowned photojournalist Adam Ferguson, the campaign taps into the new energy of Brisbane.
Ferguson, who was raised in Brisbane and has been the recipient of multiple awards including from World Press Photo and National Portrait Gallery of Australia, went on assignment to capture the DNA of Brisbane and its evolution into a city that is eclectic, globally-renowned and recently named as the country’s sporting capital.
His imagery used in the 30-second television commercial is complemented by bespoke music created by Bluey composer Joff Bush. Brisbane-based Bush composed the piece, which captures the bright and optimistic tone that Brisbane Times reflects. The voiceover is provided by Guyala Bayles, a 21-year-old model, poet and actress originally from the Murri community in Queensland.
Sean Parnell, editor of Brisbane Times, said: “We want Brisbane Times to reflect the community it serves – vibrant, innovative, hopeful and diverse – while still being on-topic and on-trend.
“People have been telling us they want something different and something better. Through our recent hires, ongoing changes to our newsroom, extra features for subscribers and a more modern, digital website, we now have the capability to do that. We will continue to keep engaging with the community to make Brisbane Times a success, and to reflect our fast-changing region.”
With 784,000 readers per month* already choosing the Brisbane Times as their go-to source for quality, independent news, the masthead will enhance the key brands that readers across Australia trust, from Domain, Good Food, Traveller to Drive and Good Weekend.
Watch the TVC HERE
High res image HERE
*Source: Roy Morgan Research; People 14+ for the 12 months ending March 2023.
For further information, please contact:
Adrian Motte
Senior Communications Manager – Trade & Publishing
amotte@nine.com.au
Wednesday, August 2, 2023
