The Australian has launched a new brand platform, 'Welcome to the Contest of Ideas', as part of its 60th anniversary celebrations. The initiative is aimed at refreshing the brand's identity and reinforcing its position as Australia's premier news source.

The Australian, according to Roy Morgan Research Single Source data ending March 2024, is read by 4.091 million people across print and digital platforms.

The new brand platform was created in collaboration with Today The Brave creative agency. The campaign will be rolled out across various channels including print, digital, social, radio, podcast, TV, and outdoor platforms.

Michelle Gunn, Editor-In-Chief of The Australian, said: "For the past 60 years, The Australian has fostered critical thinking and encouraged innovation and the robust exchange of perspectives in an effort to move the nation forward. We call this the contest of ideas - an arena where the country’s best journalists and editors relentlessly question and scrutinise conventional thinking, leading to clearer thought and deeper understanding."

The Australian's Director of Consumer Marketing, Bettina Brown, further elaborated on the brand's mission: "As we celebrate 60 years, we have taken the opportunity to re-state what the brand is all about - sharing and debating the ideas that drive our country. We want to engage with audiences invested in the nation’s future, readers who are united in their thirst for knowledge and have a growth-driven mindset."

Jaimes Leggett, Founding Partner of Today The Brave creative agency, said: "Today the Brave is honoured to have been trusted by News Corp Australia to bring this brand platform to life. As the world becomes exponentially more complex, the importance of News’ diverse editorial excellence has never been more important for Australian audiences. The Contest of Ideas reflects News’ readiness to challenge the status quo, something that we see the business doing day-in-day-out as their long-term agency partner."

The Australian's new brand platform is a testament to its commitment to fostering critical thinking and encouraging robust exchange of perspectives. As the media landscape continues to evolve, the 'Contest of Ideas' initiative underscores the brand's dedication to maintaining its position as a premier news source in Australia.