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:
|The Sydney Morning Herald||Apple iPhone 6||Marcus Torre
|Good Weekend||$1,000 Mr & Mrs Smith hotel voucher||Emma Davis
|WAToday.com.au||21.5 inch Apple iMac 6||Brittany Rees
|Spectrum||Apple TV valued at $107 and cinema vouchers of the winner’s choice (subject to availability) to the value of $500||Ashleigh Cox
|The Canberra Times||Apple iPad Mini 3 Wi-Fi||Priyanka Gupta
|Essential Baby||$600 Baby Bunting voucher||Alex Melville
|Good Food||$600 Good Food gift card||Amanda Bruno
Wendy Wu Tours
|The Age||Apple iPhone 6||Sarah Buchanan
|BrisbaneTimes.com.au||Apple iPad Air 2 Wi-Fi||Rhett Kessler
|Daily Life||KINDLE Wi-Fi Paperwhite NextGen (4GB) valued at $161 and a $450 David Jones voucher||Dale Putt
|Traveller||$1,000 Flight Centre voucher||Chris Whitnall
|The Australian Financial Review||Apple MacBook Air 11||Michael Emmerson
Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]
Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]
Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]
In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]