The New Straits Times Press Group has launched a new brand campaign for Berita Harian developed by BBDO/Proximity, seeing a revamp of Berita Harian with enhanced design, the renaming of lifestyle section Berita Dua to Rona, refreshed editorial content and a new campaign line “BH mewarnai hari anda”.
The campaign is expected to augment Berita Harian’s image and increase readership amongst all Malaysians who are conversant in Bahasa Malaysia. The new look will project Berita Harian’s renewed image as the Malaysian newspaper that enriches knowledge and stimulating mind, is friendly, inclusive and open-minded, reliable and firm in opinion.
In 2010, the Nielsen Media Index reported a readership of 1.2 million for Berita Harian. The newspaper appeals to households between the ages of 25 and 34 years with and average monthly income of above RM5,000.
“Berita Harian has always delivered breaking news and rigorous reporting to its readers. With this campaign we are looking to engage a wider audience of Bahasa Malaysia-speaking Malaysians who not only value insightful journalism and firm, open-minded opinions, but also constantly looking for information to enrich their knowledge via an inclusive news source,” said the New Straits Times Press Group’s Marketing Director, Zuraida Mohamad.
BBDO/Proximity Malaysia’s Executive Creative Director Richmond Walker added, “We’re very excited to be working with NSTP again on their other Malay title. With much greater purchasing power, the Malaysian consumer has become far more discerning.”
The Berita Harian campaign comes hot on the heels of Harian Metro’s “Biar Betul” campaign launched in March that was crafted by BBDO/Proximity. “Biar Betul” reiterated Harian Metro’s No. 1 position as the most widely circulated and read Malay language daily in Malaysia with a formidable presence in print, television, outdoor, digital and social media. Apart from the print, outdoor and broadcast ads, the campaign generated a total media value of RM3.8 million.