Audi Partners with Fairfax in Premium Sponsored Content ‘Long Read’ Series
March 26, 2015
Fairfax Media has partnered with German luxury brand Audi to launch its new A3 e-tron hybrid car with a ‘Long Read’ article series – a premium, high impact sponsored content format designed to maximise audience engagement with quality articles, videos, galleries, maps and infographics.
The Audi A3 e-tron ‘Long Read’ series appears in the Executive Style section of Business Day and across Fairfax’s digital and print mastheads.
Written by Fairfax content specialists, the Audi A3 e-tron ‘Long Read’ series explores the broad context of sustainability in architecture, fashion, automotive and lifestyle. Reflecting the interests and passions of Audi drivers, the article series aligns with the general values of the Audi brand.
Fairfax Media Custom Solutions Commercial Manager Felix Krueger said: “Our ‘Long Read’ series for Audi is the latest example of how Fairfax Media’s custom content product suite connects engaged, inquisitive readers with advertiser-sponsored premium content.
“Audi’s brand messages for its new A3 e-tron are vividly brought to life through our ‘Long Read’ format with quality journalism, rich photography and video integration across topics that engage and educate. This is a great example of how our ‘Long Read’ articles can be used to deliver brand aligned content to audiences.”
MediaCom Senior Digital Executive James Wainwright said: “It’s becoming increasingly important to connect brands to audiences through relevant, in-depth content. In this instance, the ‘Long Read’ articles have enabled Audi to establish a realistic connection between the benefits of the e-tron and a lifestyle promoting sustainability.
“Custom content is only one element of a wider connection with the consumer for the launch of e-tron, however it’s vital in delivering on the deeper education piece needed to introduce such an advanced car into the Australian market.”
The Audi ‘Long Read’ series can be viewed here: http://www.smh.com.au/long-reads/e-tron/build_them_smart/
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About Fairfax Media
Fairfax Media is a leading multi-platform media company in Australia and New Zealand. The group comprises metropolitan, rural, regional and community mastheads that offer high-quality, independent journalism and dynamic venues for commerce and information. Fairfax operates five business divisions: Australian Publishing Media, Domain, Digital Ventures, Life Media & Events and Fairfax New Zealand. Fairfax has a 54.5% interest in Macquarie Radio Network. Australian Publishing Media operates News Media, Business Media and Australian Community Media publishing units that generate content across all media platforms for major mastheads The Sydney Morning Herald, The Age, The Land,The Australian Financial Review, The Canberra Times, brisbanetimes.com.au, WAtoday.com.au, among many others, as well niche websites such as essentialbaby.com.au and goodfood.com.au. The APM division also produces prestigious conferences and events that attract large-scale, highly engaged audiences and community participation.