Biggest-selling newspapers rebadge mastheads in partnership with Uber

Australia’s two biggest-selling newspapers rebadged their mastheads on Sunday for a day in partnership with Uber.

The Sunday Telegraph and Sunday Herald Sun changed their front page mastheads to the Sam Day Telegraph and Sam Day Herald Sun for Uber's brand new above the line creative campaign, offering a national incentive of free Uber rides to anyone named Sam for a week.

The masthead change is a first for the Sunday Herald Sun, and a second for The Sunday Telegraph.

News Corp Australia head of print innovation Zac Skulander said: “We needed an innovative way to answer a strong brief and a really great initiative. It is a very compelling offer for our readers and subscribers, and a unique opportunity to demonstrate the flexibility of our print brands.”

Andrew Da Silva of MediaCom, said: “We’re so excited about this campaign because it truly connects a compelling offer from Uber with the readers of the leading newspapers in the country, brilliant creative work from The Special Group, integrated PR from One Green Bean and News Corp and, of course, supported by paid media. This is an awesome example of connected paid, owned and earned media.”