Fairfax Media highlights its heritage in new ‘Always’ campaign

Fairfax Media has launched an integrated advertising campaign for The Sydney Morning Herald and The Age celebrating the two newspapers’ heritage in their home cities.

The ‘Always’ campaign will run in Sydney and Melbourne, with 86 of the outdoor locations matching with where the photos were taken says Michael Laxton, Fairfax Media’s chief marketing officer.

“We’ll be telling how we’ve been playing a role in our readers’ lives for 186 years,” Laxton told Mumbrella about the Sydney Morning Herald campaign.

The 86 bespoke locations will be complimented by press, owned digital media, social, display and video content, Laxton said.

“We wanted our readers and subscribers from every generation to able to look through and say ‘we remember that moment and the Herald (or The Age) were there with us at that moment'”

The campaign is being launched as the company look to roll out a new website design to the Sydney Morning Herald and Age following the Brisbane Times rebuild.

“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,” said Laxton.

Fairfax’s campaign is part its digital subscription drive, an area where the company reported 21% revenue growth last year.

“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,” Laxton stated.

“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.”

Ahead of those new web experiences, Laxton expects the current campaign to stir civic pride. “I think it’s going to bring out great pride in the cities,” he said. “there are some great moments we’ve pulled out.”


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