Fairfax launches one of its ‘biggest campaigns ever’ for The Age and Sydney Morning Herald
Fairfax has launched what it claims is one of biggest brand campaigns in its history to promote flagship newspapers The Age and The Sydney Morning Herald.
The campaign for Sydney’s SMH is taglined ‘Know No Boundaries’ while Melbourne’s The Age carries the slogan ‘Forever Curious’.
The strategy of keeping the two mastheads distinct comes just days after former Fairfax editor-in-chief Andrew Jaspan said that the plan to take the newspapers tabloid would effectively merge the two titles, a suggestion that was angrily refuted by Fairfax’s editorial director yesterday.
I’m speechless…
“Know no boundaries”? Except for the boundary separating their left wing propaganda from legitimate journalism.
not so sure about theSMH positioning but do love the cabbie press ad for the Age – kudos to the writer – nice copy that brings a great insight to life
@ 2. Hoin
they still employ Gerard Henderson & Paul Sheehan to write columns you have got to be kidding.
web | print | ….. where’s the newspaper?
pretty sure newspapers are printed…
Regardless of the merits of any adverts, unless Fairfax supply quality editorial, this will all count for nothing. In fact the material promises even better content, so let’s see how an ever smaller staff can do this.
SHM ads just look like they are going down the rabbit hole …
@James – Print is the newspaper, as in it’s a piece of print.
Its good to see the traditional Australian press starting to understand that their role is no longer ink on paper, one way journalism – but being facilitators of conversation. Both of these spots are a start in the right direction and diversify the brands from their historical medium (Print). They still fall well short of the current best practice work The Guardian produced last year – https://www.youtube.com/watch?v=vDGrfhJH1P4
Weird voice over…what’s with that accent?
I have seen student films better than that SMH ad
The boundary for the SMH is somewhere just beyond Balmain – any where west of there and it may as well be Outer Hotentotland. Their inner city reporter types who dare to venture into such wilderness need to take a perfectly packed cut lunch, from a trendy Surry Hills restaurant, of course, and a compass to find their way home.
If I know ‘No boundaries’ it means I know boundaries.