SMH goes 3D

The Sydney Morning Herald has launched an edition of its paper for agencies in 3D.  

The announcement:

The Sydney Morning Herald has launched one of its most innovative trade marketing initiatives to date with a spectacular special edition of the newspaper printed entirely in 3D.

Designed to put the spotlight on the Herald’s commitment to delivering innovation for its advertising clients, the special 3D edition is filled with stunning photography, representing some of the most triumphant sporting moments, world news events and Herald milestones of the past decade.

With the lead headline “Keeping Up With Innovation” – and including 3D viewing glasses – the 3D Herald newspaper also includes an opportunity for agencies and clients to win one of fifty double passes to IMAX Theatres in both Sydney and Melbourne.

2000 copies of the paper have been distributed to creative and media agencies and advertisers in each capital city.

Fairfax Media Director, Trade Marketing & Insights, Elizabeth Ross, said: “The Sydney Morning Herald is a leader in innovation and is always evolving to meet the needs of our readers and advertisers.

“In the past year alone, we’ve delivered more ground-breaking creative executions for advertisers than ever before, including American Express, MasterCard, Toyota and David Jones.

“Our 3D special edition for agencies and clients is designed to highlight our strengths and leadership in providing genuinely innovative advertising solutions,” Ross said.

Building on the huge recent interest in 3D technologies, Herald ad agency Whybin TBWA created and developed the 3D newspaper concept, collaborating closely on design and layout with The Sydney Morning Herald Trade Marketing team. The 3D effect was generated at the pre-production stage, with the paper then printed at Fairfax Media’s plant at Richmond near Sydney.

The newspaper’s lead article focuses on the many innovations that have been developed for Herald clients by Fairfax 360.

This team of specialist innovators is providing effective responses to the increasing requests from media buyers and their clients to provide “media first” executions in a bid to create high-impact campaigns in a crowded and fragmented media landscape.

Among these executions are lenticular adhesive note, an innovative promotional tool to communicate and motivate a mass audience, and scented creative to a\engage reader interest in the promotion of a special offer or event.

“The Sydney Morning Herald is a powerful advertising platform that continues to successfully deliver an engaged audience of influential readers.

“As the number one daily newspaper in Sydney and PANPA Newspaper of the Year, we are constantly breaking new ground with creative solutions for advertisers, and delivering a massive reach, higher than the most popular television program,” Ross said.

Source: SMH press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.