Standing up for journalism: how local media outlets are promoting their news

With journalism facing the challenge of social media and fake news, TVNZ and NZME are striking back, with campaigns championing their work.

By TVNZ Blacksand, TVNZ’s 1News at Six campaign takes a look at what goes into bringing New Zealanders the news, by highlighting the journalists, the phone calls made, the questions asked, the facts checked and the footage shot, that all goes into preparing a bulletin. 

The hero 30-second promo, that follows its team’s day, ends with the words “Make zero assumptions”.

TVNZ head of news and current affairs John Gillespie says the campaign puts a line in the sand about what 1 News stands for: “Trusted objectivity, credibility and expert analysis.”

He adds it’s an important conversation to be having with viewers as fake news and misinformation erodes trust in journalism, while at the same time, making professional journalism as important as ever before.

“As fake news spreads distrust and disinformation, we’re standing up for the importance of quality journalism. What we do matters now more than ever.”

“We go back with our viewers 50 years, to the broadcast of the very first nationally networked TV news bulletin in November 1969. What hasn’t changed in all that time is our commitment to our audiences, and their trust in us to deliver the news that matters.”

In saying this, Gillespie acknowledges trust in New Zealand hasn’t eroded to the same extent as it has in other parts of the world, but TVNZ’s not about to rest on its laurels.

“We should be vigilant and aware of the importance of journalism for democracy.”

And TVNZ isn’t the only local media outlet taking a stand on journalism.

This week NZME rolled out a campaign for NZ Herald that aims to celebrate the paper’s heritage of telling stories that matter.

It draws attention to NZ Herald‘s content pillars—business, politics, sport, lifestyle and entertainment—with text about how it works to get to the bottom of a story.

Managing editor Shayne Currie says NZ Herald is still, and always will be, passionate about delivering New Zealand’s stories.

“It is created by New Zealanders for New Zealanders and reflects the shape and culture of the country we all love. This campaign celebrates the Herald’s journalism, expertise, credibility, variety and ultimately, the truth it shares.”

The new campaign comes ahead of the New Zealand Herald Premium project set to launch in the second quarter of this year.

NZME CEO Michael Boggs announced its impending arrival earlier this week alongside the company’s full-year financial results, however, no details about how much it would cost to access the premium content were given.

Also kicking off the year by promoting its journalism is RNZ National.  

Earlier this month, it rolled out a major out-of-home brand campaign in Auckland and creative and media partners, Big Communications and Together.

All iterations feature ‘101.4 FM’ – RNZ’s Auckland frequency plus different captions including ‘News Zealand’, ‘Smarten yourself up for work’, and ‘Admittedly, for an ad-free radio station, this is a big ad’.

The out-of-home campaign is supported by an Instagram ad claiming “we have serious issues’.

The timing of the campaign marks the start of a new season of RNZ National programmers and an opportunity to connect with listeners returning to work and settling into their listening preferences.


Strategy and Creative: TVNZ Blacksand
Production: TVNZ Blacksand
Media agency: Starcom
Executive Creative Director: Jens Hertzum
Creative Director: Adam Sarkar
Design Director: Jacob Slack
Senior Creative: Edmund James
Lead Designer: Christopher Hill
Marketing Director: Jonathan Symons
Senior Marketing Manager: Claire Speedy
Campaign Manager: Josh Wolfe
Starcom, Business Manager: Sebastian van Dyk

NZME campaign
NZME Chief Marketing Officer: Katie Mills
NZME GM Brand & Communications: Sheryl Dunlop
NZME Senior Marketing Manager News & Sport: Mandie Strachan
Agency: Hunch
Creative Partner: Michael Goldthorpe

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