FAIRFAX Metro Media has launched two major multiplatform brand advertising campaigns for The Sydney Morning Herald and The Age.
Drawing on insights from recent consumer research the campaigns will aim to provide distinct new brand identities for each of the Fairfax flagship mastheads.
The Sydney Morning Herald campaign is “Know No Boundaries” while The Age is “Forever Curious”.
The Sydney Morning Herald’s audience research found readers are knowledge hungry, strong believers in individuality of thought, inquisitive and are supportive of progress and development.
The Sydney Morning Herald campaign aims to create a sense of affinity with these values by highlighting that the publication “knows no boundaries”. The SMH campaign will feature on large outdoor billboards and on the surrounding surface of buildings.
The Age “Forever Curious” campaign draws on a single theme in its audience research, namely that its readers are seeking to better understand their world. The multiplatform creative executions will feature real people and their view on the world.
The multimedia campaigns will run throughout the year utilising TV, cinema, outdoor, print and digital, as well as cafe and office tower digital screens and will support both mastheads as they switch from broadsheet to compact in 2013.
“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,” Fairfax Metro Media head of marketing and communications Robert Whitehead said.
“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,” he said.
“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.”