Fairfax Media has launched a month long integrated print, digital, radio, DM, event and PR campaign via creative agency True Sydney to mark Good Weekend magazine’s 30 year anniversary.
The creative is designed to highlight Good Weekend’s quality journalism through the magazine’s collection of superbly written human stories and premium appeal for advertisers wishing to share their own brand stories.
Fairfax Media commercial director Tom Armstrong said: “Good Weekend offers our advertising partners a premium and trusted environment with a highly engaged audience.
“Good Weekend is a significant part of readers’ lives, with 64% saying it’s the reason they buy the paper. The magazine is such a trusted source of content that our readers use the stories in Good Weekend as conversation starters at dinner parties. This trust also carries over to advertisers, with more than 63% saying Good Weekend adds credibility to advertising.”
The Good Weekend 30th Anniversary trade campaign will launch with an interactive direct mail piece with built-in media player that features a series of video tributes to Good Weekend’s best stories and photography over three decades. These historic stories and images are also found online at a dedicated website.
The campaign will extend to radio, print and digital advertising during the following four weeks.
Fairfax Media will also host a special Good Weekend event for advertisers and media agencies on September 25, featuring a panel of past and present editors and a special performance by Missy Higgins.
“The creative campaign for Good Weekend practically wrote itself,” said creative director of True Sydney, Eric Stephens. “When you have 30 years of exceptional photography, stories and inspiration, the only difficulty lies in being utterly spoiled for choice with the material you have to work with.”
Creative Direction: Eric Stephens, True Sydney
Art Direction: Chris Kiprovski, True Sydney
Copy: Cass Megraw, True Sydney
Motion Graphics: Ben Allen, True Sydney
Account Management: Jasmine Rezek, True Sydney
Marketing by Fairfax Media’s Trade Marketing Division