A new Fairfax Media marketing campaign, ‘Take Back Your Weekend’, encourages Australians to take time out on the weekend to read the newspaper – to relax and unwind – drawing inspiration from the most chilled member of a typical household, the family dog.
The character at the centre of the trade and consumer campaign, ‘Dog’, observes hectic family life in motion – and inspires them to adopt his relaxed mode by enjoying Fairfax’s weekend newspapers The Sydney Morning Herald, The Sun-Herald, The Age and Sunday Age.
“Enjoying the weekend papers is a great way to relax and be inspired, but typically it’s an opportunity missed by people who are too busy being busy,” said Fairfax director, subscription brands and consumer acquisition, Hayley Peacock-Gower.
“‘Take Back Your Weekend’ is built on the insight that we’re often busier on the weekend than during the working week. ‘Dog’ inspires people to make time for themselves – like he does – and enjoy the unrivalled news content that Fairfax Media’s weekend newspapers provide.”
The campaign will run in various print, digital and out-of-home formats as well as across social platforms.
Creative agency: The Royals