The Australian has launched a four-page gloss wrap to promote a single residential property owned by media entrepreneur Antony Catalano. The property in focus is the St. Moritz Penthouse located in Melbourne.

Catalano, who serves as the Executive Chairman of Australian Community Media, has a significant portfolio of real estate investments. The campaign is specifically designed to target The Australian's affluent and influential readership.

The Australian has a history of executing gloss wraps for luxury brands, including Cartier, Ralph Lauren, and Moet & Chandon. The current campaign features a four-page gloss wrap in the Sydney and Melbourne metro editions, complemented by digital billboard advertisements on theaustralian.com.au.

According to Roy Morgan Research, The Australian is the most read national newspaper in Australia, boasting over four million readers monthly across its print and digital platforms.

Catalano explained his decision to incorporate The Australian's gloss wrap in his marketing strategy, stating, "I included The Australian's gloss wrap in my marketing campaign because it offers a unique way to connect with an affluent, influential audience in a visually striking, high-impact way."

He further emphasised the importance of print media in contemporary marketing, despite the digital shift, saying, "While we live in an increasingly digital world, I believe high-quality print remains a vital part of the marketing mix."

Nicholas Gray, a representative from The Australian, highlighted the publication's role in reaching high-net-worth individuals, stating, "The Australian offers a premium environment for prestige marketers and advertisers to reach high-net-worth and affluent readers at scale."

Gray also noted the significance of Catalano's campaign, remarking, "Mr Catalano’s choice of our gloss wrap for the St. Moritz Penthouse campaign marks a first, showcasing a single residential property to this influential audience."

He added, "This innovative approach underscores the value we offer luxury brands seeking to connect with discerning readers."