In 2017, Westpac launched RedNews, a financial content hub delivering clear, helpful information. Big On Writing helped shape its voice then; eight years and hundreds of stories later, we’re still delivering high-performing stories.
RedNews began with a clear mission: To deliver insights, opinions, and practical, helpful stories to empower New Zealanders with knowledge. The hub was to cover a range of topics, including property, business, personal finance, and community initiatives.
The content was to be smart but accessible, data-driven but warm, timely and consistent across articles and platforms.
Back then, content was just emerging as a channel. This was the first genuine Financial Content Hub of its time, with many marketers preferring the proven formula of traditional advertising.
We kicked off with 30 articles that formed the basis of RedNews, helping it find its rhythm as a leading financial content hub.
At the pointy end of setting up the Hub, a BOW team of writers worked closely with Westpac’s internal communications to define the tone. Whether it was an explainer on interest rates or a Q&A with a small business owner, the tone had to feel grounded, real, and useful.
Since that first batch, we’ve delivered hundreds of articles and remained a core part of RedNews’ content ecosystem, contributing many of its top-performing SEO articles and ensuring consistency of tone and message.
Over time, the content hub has expanded in both depth and reach, with our expert writers covering topics across personal finance, property, economic commentary, and everyday money tips.
As part of a broader Westpac website content overhaul, Big On Writing was engaged to rewrite the core website content, streamline the UX, and align the content strategy with brand goals. One of the most significant shifts was the integration of RedNews into the main Westpac NZ website.
Previously, RedNews was a separate destination. Now, its content lives within the same domain as core banking services, making it easier for customers to discover helpful stories while comparing products, reading about mortgages, or searching for budgeting tips.
The impact was immediate. After the migration, Westpac recorded an additional 10,000 visitors to the site. The uplift wasn’t just a win for traffic, it was proof that great content, in the right place, delivers results.
This model of helpful content, seamlessly integrated into the digital ecosystem, is one we’ve now used for many clients—from the Genesis Climate Hub, to Fonterra’s Dairy Nutrition Hub, as well as Westpac Business Base and Westpac Australia, where our content helped drive a 60% uplift in organic traffic.
If you’re ready to launch or overhaul your content hub, we’ve got the strategy, the writers, and the track record to make it happen.
