TV3: “Leading News Journalism”
Category: Corporate Reputation/ImageAgency: Colenso BBDOAdvertiser: TV3
SUMMARY
It is well-acknowledged that channel perception is driven largely by the news and current affairs offering, and so TV3 chose to use its news and current affairs campaign to drive channel perception.
This strategy presented its challenges given the market context that ensued in 2005.
The New Zealand market had long been dominated by the trustworthy OneNews offering. 3 News entered the market in 1989, and over-time, had become a competitive number two.
Then, at the end of 2004, the 3 News world was...