Australia’s international TV service, Australia Network, has refreshed it’s on-air brand identity. With coverage to 44 countries across Asia, the Pacific and the Indian subcontinent, the goal was to create a “sophisticated and contemporary solution with broad and cross-cultural appeal”.
Updated 27 May: Correction to copy, edited to clarify on-air design designed & developed by Sydney-based creative studio Motion Foundry.
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The broadcast refresh includes the new tagline: “From our world to yours”. Australia Network evolved the brand message to reflect its role as a ‘bridge’ between Australia and one of the most dynamic regions in the world, Asia-Pacific.
“What has been created for Australia Network showcases our unique multi-genre offering, allows our viewers to navigate around the network more easily and exemplifies our brand values. The challenges we faced were significant and success came when we combined the strategic and creative talents of Saatchi & Saatchi and Motion Foundry,” said Pam Murray, Australia Network’s Head of Marketing.
Australia Network 2009 Refresh
Australia Network marketing executives worked with Saatchi & Saatchi’s strategic consulting division, Industry, to craft a brand platform that would appeal to its target audience of “internationalists”.
The on-air package was designed and created by creative studio Motion Foundry (in conjunction with Sopheric NY, who handled the sonic branding elements). The package was developed for flexibility across a diverse range of genres. 40 live action idents were produced and directed, across key genres including News/Current Affairs, English Language & Learning, Sport, Documentaries, Kids, Drama and Lifestyle.
Extra thanks to Australia Marketing Head Pam Murray for the video and campaign insight.