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Audi takes the high road with Fairfax Media

Prestige German car maker Audi has teamed up with Fairfax Media to produce a ‘Long Read’ series of articles.

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Fairfax says it will be a “premium, high impact sponsored content format designed to maximise audience engagement with quality articles, videos, galleries, maps and infographics”.

The Audi A3 e-tron ‘Long Read’ series appears in the Executive Style section of Business Day and across Fairfax’s digital and print mastheads.

The series will be produced by specialist content creators at the publisher and will focus on environmental sustainability within the auto industry and across other areas such as architecture, lifestyle and fashion.

MediaCom Senior Digital Executive James Wainwright said: “It’s becoming increasingly important to connect brands to audiences through relevant, in-depth content. In this instance, the ‘Long Read’ articles have enabled Audi to establish a realistic connection between the benefits of the e-tron and a lifestyle promoting sustainability.”

Click here to view the first article in the Audi A3 e-tron ‘Long Read’ series.

Auto brands regularly look to newspaper media to reach car buyers and there’s plenty of research to show it works.

  • This infographic shows the popularity of newspaper motor sections, and how heavy newspaper readers are significantly more likely to buy a new car than non-readers.
  • This ADvance report proves that the right print creative can drive brand scores and sales for auto brands.
  • This article presents four strategies to turbo-charge car ads.
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