The Age newspaper is a Melbourne institution, bringing the news to Melburnians daily since 1854. But the newspaper business is not what it used to be with the proliferation of news sources and their broad availability online. The time had come for The Age to remind existing and lapsed readers about what makes the newspaper so valuable and loved by Melburnians. For the first time in 6 years, The Age was ready to talk about what the brand stood for. “Forever Curious” is the tagline of the campaign, but it is also the synthesis of how The Age will always dig a little deeper to uncover for their readers a compelling and captivating story, even from seemingly the most ordinary of places. It’s a promise from the brand to its readers to continue to be curious about the world we live in and uncover the side of a topic that is yet to be considered, that is unexpected and keeps readers captivated to the very last word. There is an authenticity to the campaign as the stories are local Melbourne stories featuring real people and places.