Daily Telegraph redesigns with ‘We’re For Sydney’ positioning

Tim Burrowes

March 12, 2012 12:30

The Daily Telegraph has launched a new design and positioning which sees the paper promoted around the message “We’re For Sydney”.

The redesign of the News Limited title includes new fonts and masthead and is backed by an ad campaign across print, outdoor and online created by ad agency AJF.

Editor Paul Whittaker told Mumbrella: “Our city is diverse but the look and feel of today’s newspaper has slipped behind. Our goal is to be for the people of Sydney, a newspaper that reflects the energy and pace of our city is a key step in that journey.”

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

5 COMMENTS

Phil 12 Mar 12

is that how they’re spelling Barangaroo, with an “e”? Epic fail!

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K 9 12 Mar 12

We’re for Dogs?

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Richard from Sydney 12 Mar 12

The people of Sydney are essentially happy, optimistic and kind. Stop sh@#*ing on everything that’s good in this city… and maybe the numbers will improve.

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John Frum 12 Mar 12

I’m all for Originality …

We’re for Dogs (Pedigree)

We’re for Real (Bakers Delight)

Another bland and meaningless positioning. And it implies that “We’re not for you bogans who live outside Sydney in other areas of NSW”

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Hmmmm... 13 Mar 12

It’s a bit naughty for the one agency to roll out near-identical lines for two of their clients:

We’re for Real.
We’re for Sydney.

And of course, TBWA owns the genre with We’re for Dogs, which actually works well on many levels.

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