Transparent SMH – great but late?

Another day, another SMH cover wrap.  

SMH transparent PradoThis time it’s a rather more creative see-through execution for the Toyota Prado. It’s certainly better than last week’s Mastercard effort.

However, my local newsagent is still none too happy. He reports that production complexities in connection with the execution meant the paper was three hours late again – the second time in a week, and as a result sales have been lost.

As I write, the SMH has just issued a press release about the wrap saying it followed three years of research and six months of testing.

It quotes Fairfax’s Sydney CEO Lloyd Whish-Wilson as saying it is “a testament to the creativity and skills of Fairfax Media.”

Tim Burrowes



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