Good Weekend magazine celebrates 30 year anniversary with campaign via True Sydney
Good Weekend magazine will celebrate its 30 year anniversary with a special issue inside The Age and The Sydney Morning Herald on September 27. To mark the occasion, Fairfax Media has today launched a month long integrated print, digital, radio, DM, event and PR campaign via creative agency True Sydney.
The creative is designed to highlight Good Weekend’s quality journalism through the magazine’s collection of superbly written human stories and premium appeal for advertisers wishing to share their own brand stories.
Says Tom Armstrong, commercial director, Fairfax Media: “Good Weekend offers our advertising partners a premium and trusted environment with a highly engaged audience.
“Good Weekend is a significant part of readers’ lives, with 64% saying it’s the reason they buy the paper. The magazine is such a trusted source of content that our readers use the stories in Good Weekend as conversation starters at dinner parties. This trust also carries over to advertisers, with more than 63% saying Good Weekend adds credibility to advertising.”
The Good Weekend 30th Anniversary trade campaign will launch with an interactive direct mail piece with built-in media player that features a series of video tributes to Good Weekend’s best stories and photography over three decades. These historic stories and images are also found online at a dedicated website, www.goodweekend30years.com/trade. The campaign will extend to radio, print and digital advertising during the following four weeks.
Fairfax Media will also host a special Good Weekend event for advertisers and media agencies on September 25, featuring a panel of past and present editors and a special performance by Missy Higgins.
Says Eric Stephens, creative director, True Sydney: “The creative campaign for Good Weekend practically wrote itself.
“When you have 30 years of exceptional photography, stories and inspiration, the only difficulty lies in being utterly spoiled for choice with the material you have to work with.”
The Good Weekend 30 Year Anniversary Issue is out September 27.
Creative Direction: Eric Stephens, True Sydney
Art Direction: Chris Kiprovski, True Sydney
Copy: Cass Megraw, True Sydney
Motion Graphics: Ben Allen, True Sydney
Account Management: Jasmine Rezek, True Sydney
Marketing by Fairfax Media’s Trade Marketing Division.
*Source: Gfk/Fairfax NIMs Reader Survey Nov 2013. (n=1782). *emmaTM conducted by Ipsos MediaCT, people 14+ for the 12 months ending Sept 2013. TV ratings from OzTAM week 43, 20-26 Oct 2013 Sydney, Melbourne