News Corp relaunches Body+Soul with national campaign
News Corp Australia will this weekend launch a refreshed Body+Soul, supported by a national integrated campaign highlighting the publication’s new direction.
Set to go live on Sunday February 12, the new-look Body+Soul will feature a new editorial offering, updated design and a rebrand of the masthead across the publisher’s state-based Sunday mastheads, as well as digital social and audio channels.
The transformation has been informed by a study undertaken by News Corp Australia in collaboration with strategic research agency, The Lab, which identified opportunities in the health category as people become more health-focused in the post-Covid era.
News Corp Australia’s editorial director of premium food, health and travel, Kerrie McCallum, said that coming out of the pandemic was the right time to relook at how the company was treating health content and address the shifting attitudes of people of all ages.
“In the pandemic we experienced major shifts in attitudes to mental and physical health, and we’ve responded by adapting the Body+Soul format and the masthead accordingly,” said McCallum. “Health has changed, and so have we, and our new masthead reflects the equal weighting we place on the Body and Soul.
“Body+Soul is also set to be even more multi-platform to meet the changing needs of our consumers and advertising partners. We have plans to expand the brand further off the page and screen by building out our audio, video, ecommerce and event offerings.”
Body+Soul editor-in-chief, Jacqui Mooney, said that the new Body+Soul reflects how the concept of health has become much more holistic.
“Happiness, balance, resilience, longevity and strength are now considered key to living a good life, with mental and physical fitness an equally important part of the wellbeing mix for today’s health consumer. Whether we’re covering sex, strength training, superfoods or the latest sneakers, Body+Soul believes being healthy shouldn’t be hard, or feel hard.
“Our objective as a brand is to deliver trusted, credible service journalism from leading experts in health and wellness, with one simple but powerful mission – to help our rapidly-growing audience look better, feel stronger and live longer.”
The first issue of the new Body+Soul will feature an exclusive cover story with former world champion surfer Mick Fanning and his son.
“After a career defined by titles, trophies and world travel, like many of us after a tumultuous few years, Mick Fanning has completely redefined his priorities and what success means,” said Mooney.
“Which is why we couldn’t think of a more fitting person to front the cover of the brand-new Body+Soul.”
As part of the publications new editorial strategy, Body+Soul will also launch a new content pillar, #BeStrong, profiling Australians who represent “what health and well means today”.
The relaunch will be support by a multi-channel nation al campaign, which will roll out across digital, print, radio, social channels and subscription TV.
Have your say