Campaign: Fairfax Celebrated Conversations That Matter Over Christmas

Campaign: Fairfax Celebrated Conversations That Matter Over Christmas
Angela Cross
By Angela Cross



Fairfax Media’s Christmas-themed ‘Conversations that Matter’ trade marketing promotion has achieved more than 7,000 entries – a great result for a campaign targeting advertisers in the holiday season.

Drawing on the publisher’s ‘Conversations that Matter’ corporate positioning, advertisers and media agencies received a 12-day Advent calendar that encouraged discussion around 12 of Fairfax Media’s leading brands.

Behind each of the 12 calendar doors was an interesting fact or statistic about one of the featured brands as well as a Lindt chocolate ball – and beneath that, the featured brand’s logo.

Advertisers and media agencies then received 12 branded EDMs between December 1st and 16th (one for each business day) highlighting a different Fairfax Media brand and including a short quiz question about the brand. Those who answered correctly went into the draw to win an ultimate prize – one per day over the promotion period (12 prizes in all).

Fairfax Media national trade marketing director Chelsea Wymer said: “Fairfax Media creates conversations that matter every minute of every day of the year. We wanted to extend that message through a client Christmas gift that was practical, imaginative and promoted our signature brands.

“Our Advent calendars were extremely well received, prompting more than 600 entries per day – which just goes to prove that intelligent, thought-provoking conversation can absolutely cut through silly season distractions.

The featured Fairfax Media brands, prizes and winners:

BrandPrizeWinner
The Sydney Morning HeraldApple iPhone 6Marcus Torre

Ikon Communications

Good Weekend$1,000 Mr & Mrs Smith hotel voucherEmma Davis

OMD

WAToday.com.au21.5 inch Apple iMac 6Brittany Rees

OMD

SpectrumApple TV valued at $107 and cinema vouchers of the winner’s choice (subject to availability) to the value of $500Ashleigh Cox

Blaze Advertising

The Canberra TimesApple iPad Mini 3 Wi-FiPriyanka Gupta

Starcom

Essential Baby$600 Baby Bunting voucherAlex Melville

UM

Good Food$600 Good Food gift cardAmanda Bruno

Wendy Wu Tours

The AgeApple iPhone 6Sarah Buchanan

Tintern

BrisbaneTimes.com.auApple iPad Air 2 Wi-FiRhett Kessler

Pengana Capital

Daily LifeKINDLE Wi-Fi Paperwhite NextGen (4GB) valued at $161 and a $450 David Jones voucherDale Putt

Maxus

Traveller$1,000 Flight Centre voucherChris Whitnall

OMD

The Australian Financial ReviewApple MacBook Air 11Michael Emmerson

Mindshare

 




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