A new Fairfax Media marketing campaign, ‘Take Back Your Weekend’, encourages Australians to take time out on the weekend to read the newspaper – to relax and unwind – drawing inspiration from the most chilled member of a typical household, the family dog.
The character at the centre of the trade and consumer campaign, ‘Dog’, observes hectic family life in motion – and inspires them to adopt his relaxed mode by enjoying Fairfax’s weekend newspapers The Sydney Morning Herald, The Sun-Herald, The Age and Sunday Age.
“Enjoying the weekend papers is a great way to relax and be inspired, but typically it’s an opportunity missed by people who are too busy being busy,” Fairfax Director, Subscription Brands & Consumer Acquisition, Hayley Peacock-Gower, said.
“‘Take Back Your Weekend’ is built on the insight that we’re often busier on the weekend than during the working week. ‘Dog’ inspires people to make time for themselves – like he does – and enjoy the unrivalled news content that Fairfax Media’s weekend newspapers provide.”
The campaign will run in various print, digital and out-of-home formats as well as across social platforms.
Campaign credits
Creative agency: The Royals
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