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New Fairfax ad campaign goes back to the future

Fairfax Media has launched a new ad campaign for The Age and The Sydney Morning Herald aimed at potential subscribers focusing on the company’s commitment to quality, independent journalism as Australia’s oldest publisher. The integrated campaign, tagged ‘Always’, will feature historical black and white images from Fairfax’s extensive image library to show the longstanding commitment...

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Fairfax Media has launched a new ad campaign for The Age and The Sydney Morning Herald aimed at potential subscribers focusing on the company’s commitment to quality, independent journalism as Australia’s oldest publisher.

The integrated campaign, tagged ‘Always’, will feature historical black and white images from Fairfax’s extensive image library to show the longstanding commitment of the mastheads to their metropolitan communities.

“Our subscription value proposition is focused on quality content, our independent journalism and our long-term understanding of what our audiences value,” Fairfax Media chief marketing officer Michael Laxton said.

“We know it is these elements – and not tactical gimmicks – that are driving our subscription results and why more people are paying for our content digitally.

“While the ‘Always’ campaign reflects our historical longevity in market, with it we are also looking to the future; we’re hugely excited to offer both our readers and subscribers a more immersive, engaging web experience with our forthcoming product launches later this year.”

The campaign will run across outdoor, press, owned digital media, social, display and video in Melbourne and Sydney between October 2 and November 25. ‘Always’ is the sixth iteration of the platform “independent news for independent thinkers”.

Fairfax hopes to build upon its current 236,000 paid digital subscribers. The publisher has seen a 21 per cent increase in digital subscription revenue in FY17.

The ad campaign comes ahead of the launch of revamped sites for the Sydney and Melbourne mastheads. The Brisbane Times relaunched in August with new-look site, coinciding with the masthead’s 10th anniversary.

Fairfax_Always_Melbourne_Flinders Sheep Fairfax_Always_Sydney_Opera_Sails

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