Fairfax Metro Media partners with iiNet to roll out Airlink technology in Melbourne's The Age

The new campaign by Perth-based iiNet is designed to boost awareness of the iiNet brand in the eastern states. Readers of The Age will be able to use AirLink to view the new iiNet "Life Upgraded" TVC, created by ad agency BWM and the iiNet Company Manifesto, which explains who iiNet is and what it stands for.

The campaign will run for four weeks.

OMD WA account director Jodie Traynor said the innovative technology was the perfect fit for iiNet.

Says Traynor: "iiNet prides itself on innovation and they're always looking for opportunities to embrace new technology. Being the launch partner of AirLink in The Age is a way for us to bring the iiNet "Life Upgraded" message to life within print media."

Says Wendy Walker, iiNet's chief marketing officer: "The collaboration with AirLink allows us to harness new technology to provide a richer user experience, which closely reflects what the campaign is all about."

Says Ed Harrison, Fairfax Metro Media commercial director: "We're really pleased to partner with iiNet for the launch of AirLink in The Age. AirLink is the ideal vehicle for iiNet as it provides an enhanced viewing experience, tying in perfectly with their "Life Upgraded" campaign message.

"AirLink epitomises our approach to innovative advertising solutions, seamlessly bringing together print and digital platforms."

The pioneering AirLink technology, developed in-house by Fairfax Media, was launched in May in The Sydney Morning Herald.

Says Rick Gleave, Fairfax mobile director, metro: "The introduction of AirLink in The Age is testament to its growing popularity with readers of The Sydney Morning Herald.

"The introduction of AirLink led to the highest ever monthly downloads of the SMH iPhone app to date and is expected to have the same impact on downloads of The Age iPhone app."

Across The Age's editorial content, it is expected that between five and seven stories each day will include AirLink content.