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Audiences at the centre of Fairfax Media’s new trade market

14 March 2013

Audiences at the centre of Fairfax Media’s new trade marketing campaign

Fairfax Media has launched its new trade marketing campaign ‘Creating Conversations’, focused on the power of Fairfax Media to connect with its audience, regardless of the subject area, and create content that stimulates its readers.

Working with The Collective and Naked Communications, the campaign highlights the way content created by Fairfax Media’s newsroom of more than 750 staff takes on a life of its own, becoming part of the conversations readers have everyday with their friends and families.

CEO Allen Williams says the campaign taps into Fairfax Media’s very immediate and direct connection with its audiences. “Now more than ever, the power sits with the consumer. They have a huge array of options when it comes to getting the news and information they want, and of course the growth of social media and active comments sections means they can share and comment much more freely than in the past.

“For us, the way our readers take our content and run should be celebrated. Our audience across various circles of interest is very strong and this campaign is a way of demonstrating to advertisers why using our platforms to reach out to their target markets is the right thing to do.”

The campaign will have initially have four different executions, covering news, food and travel, and will be added to during the upcoming year. The launch execution features the work of Martin van Beynen, senior journalist of the year, on the collapse of the CTV and the fraudulent qualifications of the supervising construction engineer, Gerald Shirtcliff.

Fairfax Media began working with Naked Communications and The Collective in September 2012. “We decided not to put this business out to pitch as we were keen to get cracking on developing a new positioning for our trade advertising. We approached Naked and The Collective as we like the way they think and were confident they would bring fresh thought and creativity to our positioning,” says Mr Williams.


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