The West Australian leans into WA identity in new brand campaign

The West Australian has launched a new brand campaign positioning the masthead as the defining voice of Western Australia.

The campaign, The West Australian is WA, leans into state pride, local identity and WA’s strong sense of parochialism, connecting the masthead to the people, places and moments that shape the state.

It positions The West Australian not only as a news source, but as a long-running symbol of WA life, with creative spanning iconic landscapes, everyday moments and major state-shaping events.

The campaign will roll out across print, digital, social, video and out-of-home.

Maryna Fewster, chief executive officer of The West Australian, said the campaign builds on the masthead’s 190-year legacy.

“With a legacy spanning more than 190 years, The West Australian continues to evolve while staying true to our purpose,” Fewster said.

“This campaign reflects our commitment to telling Western Australia’s stories with pride, relevance and impact, creating lasting value for our readers and partners.”

Christopher Dore, editor-in-chief of The West Australian, said the brand’s authority comes from its journalism and local newsroom.

“The West Australian is built on the quality of its journalism and the people who produce it – reporters and photographers who understand WA because they live it,” Dore said.

“They ask the hard questions and tell the stories that matter with depth, fairness and relevance. That is what gives the brand its meaning and authority.”

Nerida Collins, chief marketing officer, said the campaign was designed to capture the emotional connection between West Australians and the masthead.

“This campaign captures the emotional connection West Australians have with both the State and the brand,” Collins said.

“It gives us a strong, unmistakable way to show up across every channel, building recognition and encouraging audiences to engage more often and more meaningfully with The West Australian across print and digital.”

The campaign was created by Seven West Media Creative.

Credits include chief marketing officer Nerida Collins, head of brand and marketing Corinna Conte, creative manager Jessica Hankinson, lead graphic designer Daniel Johnson, manager and senior producer, on-air promotions Lal Perera, motion graphics artist Luke Griffiths, audio director Jarrad Kidd and music composition and production by Blake Williams and Brodie Stewart.