Fairfax takes aim at kids market with launch of Essentials Kidtopia Sydney festival
Kids event a new string to Fairfax Media’s bow
Fairfax Media has made a major movie into children’s events, partnering with Destination NSW to launch the Essential Kids Kidtopia Festival in October.
The move is an expansion of the publisher’s events parenting mix under the Essential’s banner.
The festival, to be held in Parramatta Park, has the backing of the NSW tourism body for the next three years.
Fairfax branching into film is a very interesting challenge, keen to see what this “major movie” will be.
Oh dear. The more Fairfax invests money and resources and energy and focus into these offshoot ventures the more it loses focus on its core product. Maybe Fairfax should just sell of the distracting newspapery bits of its business and rebrand itself as Fairfax Events..?
Bring it back to the journalism, is it that hard?
Welcome to Fairfax Dismaland
Well done, makes sense.
“Nawson” – it’s called a brand extension