Fairfax Reinforces Quality & Heritage With New ‘Always’ Campaign

Fairfax Reinforces Quality & Heritage With New ‘Always’ Campaign
SHARE
THIS



Fairfax Media has unveiled its latest integrated advertising campaign for The Sydney Morning Herald and The Age, to celebrate its heritage as Australia’s oldest premium publisher and to reinforce its commitment to quality, independent journalism and focus on digital subscription growth.

The ‘Always’ campaign will be live in Sydney and Melbourne between October 2 and November 25 via outdoor, press, owned digital media, social, display and video.

Featuring evocative black & white imagery from Fairfax’s historic photographic archives, the campaign demonstrates Fairfax’s unique 186 year old relationship with its readers and subscribers and the pivotal role the mastheads have played in capturing Sydney and Melbourne’s growth into iconic Australian cities.

The campaign builds on Fairfax’s  highest number of digital subscriptions to date, with 236,000 paying digital subscribers and a 21 per cent lift in digital subscription revenue reported for FY17.

Fairfax_Always_Sydney_Opera_Sails

“Our subscription value proposition is focused on quality content, our independent journalism and our long-term understanding of what our audiences value. We know it is these elements – and not tactical gimmicks – that are driving our excellent subscription results and why more people than ever are paying for our content digitally,” said Michael Laxton, Chief Marketing Officer at Fairfax Media.

While the Always campaign reflects our historical longevity in market, with it we are also looking to the future; we’re hugely excited to offer both our readers and subscribers a more immersive, engaging web experience with our forthcoming product launches later this year. The highly successful Brisbane Times launch has given our audiences a glimpse into our continuous focus on enhancing the news experience and highlighting Australia’s most trusted journalism. We look forward to bringing this to The Sydney Morning Herald and The Age very soon.”

‘Always’ is the sixth iteration of Fairfax’s award-winning brand platform “independent news for independent thinkers’ running across The Sydney Morning Herald and The Age. Placing a firm focus on the company’s proud history of independent journalism and its most valuable readers – its subscribers – the campaign has tackled the issues making headlines, including the Australian election, the US election and the emergence of fake news trends on social platforms.

Fairfax_Always_Melbourne_Flinders Sheep

 

Latest News

Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?