Fairfax Media and MasterCard launch ‘Priceless Sydney’ campaign with AirLink

May 22 2012, 9:25 am | BY Lynchy | 1 Comment

Campaign Brief 256.pngThe Sydney Morning Herald and MasterCard today launched the first ever AirLink newspaper advertising campaign to promote MasterCard’s ‘Priceless Sydney’ – a new program that provides unique and exclusive offers and privileged access and experiences to the best the city has to offer. The MasterCard ‘Priceless Sydney’ program makes its debut in today’s edition of The Sydney Morning Herald.

TO FIND OUT MORE AND REGISTER FOR MASTERCARD’S ‘PRICELESS SYDNEY’

The pioneering AirLink technology, which The Sydney Morning Herald launched in partnership with MasterCard last week, will be used to link the ‘Priceless Sydney’ print ads to related video content.

Readers of The Sydney Morning Herald will be able to use the SMH app for iPhone to view videos promoting special ‘Priceless Sydney’ events, exclusive to MasterCard holders, that are taking place throughout the year.

The first video on the SMH app for iPhone provides an idea of the unique, Priceless offers available; from sampling the city’s best restaurants and bars, hottest designers and live concerts and sports events.

Says VP, brand marketing, MasterCard Australia, Michelle Pilot: “Sydney is the one of the first cities in the world to pioneer the MasterCard Priceless Cities program, and it makes sense to partner with another first by becoming The Sydney Morning Herald’s launch partner for AirLink. We see AirLink as a way to bring the ‘Priceless Sydney’ program to life. By taking a static print ad and offering an enriched experience through video content, readers will have the opportunity to further engage with the program.”

Pilot added: “We see The Sydney Morning Herald as a true partner; from its quality audiences, editorial alignment to our key pillars, to its leadership position in product innovation and mobile technology.”

Fairfax Metro Media commercial director, Ed Harrison said: “AirLink is one of the most

innovative technologies Fairfax has developed to date, providing our advertising

partners with cutting-edge, creative solutions in print.”

An integrated feature available on the free SMH app for iPhone, AirLink uses image

recognition technology to link print images to related content. AirLink extends the print

experience for readers by giving them a wealth of additional content through their SMH

app.

Readers will be able to find out more about the campaign by simply pressing the AirLink

button on the SMH app and scanning the image of the Opera House in the ‘Priceless

Sydney’ print ad where an AirLink symbol appears. This will link the reader through to a

‘Priceless Sydney’ video.

Says Mat Baxter, CEO of UM: “Fairfax’s new AirLink technology is adding a new and highly interactive layer to print advertising. This is exactly the sort of innovation from publishers UM is looking for, and we’re thrilled that one of our most progressive clients, MasterCard, has seen its enormous potential and chosen to be the launch partner in The Sydney Morning Herald.”