Fairfax launches one of its ‘biggest campaigns ever’ for The Age and Sydney Morning Herald

Fairfax has launched what it claims is one of biggest brand campaigns in its history to promote flagship newspapers The Age and The Sydney Morning Herald.

The campaign for Sydney’s SMH is taglined ‘Know No Boundaries’ while Melbourne’s The Age carries the slogan ‘Forever Curious’.

The strategy of keeping the two mastheads distinct comes just days after former Fairfax editor-in-chief Andrew Jaspan said that the plan to take the newspapers tabloid would effectively merge the two titles, a suggestion that was angrily refuted by Fairfax’s editorial director yesterday.

The ads were the result of consumer research that found that SMH readers are firm believers in individuality of thought, while The Age readers are forever looking to understand the world around them better, according to a press release.

Creative work for twin campaign, which will run on TV, cinema, outdoor, print and digital, as well as cafe and office tower digital screens, was carried out by the Sydney and Melbourne offices of Whybin\TBWA.

Fairfax Metro Media’s head of marketing and communications, Robert Whitehead, said: “As our business prepares for a number of significant product changes and innovations this year, it was important for us to do a major review of our most trusted mastheads.”

“We have done a great deal of work not only to understand the needs of our audiences around news consumption but also to get insight into how we can also best position our mastheads into this exciting and challenging time for media.”

“The research findings were the foundations for these new brand campaigns that we are confident will not only resonate with our audiences, but also cement what they love about these two incredibly powerful mastheads,” he said.

Creative credits:

  • Strategy – The Lab Strategy
  • Agency – Whybin\TBWA Melbourne and Sydney
  • Ben Saunders – Director for The Age cinema and TVCs
  • Luke Savage – Director for The Sydney Morning Herald cinema and TVCs


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