New Fairfax campaign hopes to sell advertisers on the power of its storytelling

Stories are at the heart of Fairfax Media New Zealand’s latest trade campaign aimed at selling advertisers on the potential of tagging along with developing news.

The campaign spotlights high profile stories appearing across Fairfax’s stable of papers over the last year. National schooling standards, the collapse of the CTV building and even the humble stick of butter all have the power to connect with readers says chief executive Allen Williams.

“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,” he says.

“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 ads show the evolving stories inside of speech bubbles, symbolising the conversations New Zealanders have about developing news. The campaign is the product of The Collective and Naked Communications. 

Initially four topics are covered, expanding with more current current affairs throughout the year. So far the ads have appeared in business magazines Unlimited, NZ Marketing Magazine and AdMedia. A spokesperson for Fairfax says a digital component is in the works, which will appear on Stuff (a Fairfax masthead) and this publication, among others.

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