Fairfax Media has launched a month-long integrated print, digital, radio, direct mail, event and PR campaign to celebrate the 30th anniversary of its insert Good Weekend.
A special issue will be inside The Age and The Sydney Morning Herald on September 27.
At the centre of the campaign, created by agency True Sydney, is the journalism and photography that have carried the magazine’s “human stories” over the last three decades – from the Dalai Lama to Lana Del Rey, Greg Hunt to Gail Kelly.
A trade campaign has also launched with an interactive direct mail piece, a cardboard book with a built in media player featuring a series of video tributes to the magazine – watch above. The videos are also hosted on a dedicated website, with radio, print and digital advertising to follow.
“Good Weekend offers our advertising partners a premium and trusted environment with a highly engaged audience,” Fairfax Media Commercial Director Tom Armstrong said.
Good Weekend is a significant part of readers’ lives, he added, citing emma (Enhanced Media Metric Australia) findings that 64 per cent of readers say it is the reason they buy the paper.
“The magazine is such a trusted source of content that our readers use the stories in Good Weekend as conversation starters at dinner parties. This trust also carries over to advertisers, with more than 63 per cent saying Good Weekend adds credibility to advertising.”
Fairfax will host a special event for advertisers and media agencies on September 25 with a panel of editors past and present as well as a performance by Missy Higgins.
True Sydney creative director Eric Stephens said the creative campaign “practically wrote itself”.
“When you have 30 years of exceptional photography, stories and inspiration, the only difficulty lies in being utterly spoiled for choice with the material you have to work with.”
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