Fairfax Metro Media announces BMW as ad launch sponsor for SMH + Age compact editions

Fairfax Metro Media today announced that BMW Australia would be the launch advertising sponsor for the new compact editions of The Sydney Morning Herald and The Age, both of which will be published for the first time on March 4.

BMW will use the launch of the compact editions to advertise the new generation BMW X1.

Says Ed Harrison, Fairfax Metro Media commercial director: “The introduction of compact weekday editions is a historic event for Fairfax. The size of our papers is changing, but the quality certainly isn’t. Given this, we couldn’t have asked for a better launch partner than BMW. We’re extremely pleased to have them on board” he said.

Says Tom Noble, general manager sales & marketing BMW Group Australia: “Ultimate Driving Machine credentials, a luxurious interior, ConnectedDrive technology and extra-ordinary fuel consumption figures – the BMW X1 really can change the way you move. Fairfax’s change in format will change the way that we read, providing us with a great platform to work together.”

As part of BMW’s sponsorship, the company will ‘Metroblock’ The Sydney Morning Herald and The Age for the day, effectively owning the mastheads across print, website, mobile and tablet.

BMW is also working closely with Fairfax Metro Media’s consumer team on the integration of guides to the new vehicle into consumer activations and video.

Says Jonny Mackay, Vizeum’s business director: “When we heard about Fairfax’s change to compact across The Age and The Sydney Morning Herald, we identified a natural opportunity for BMW’s X1 – two premium brands, both offering the same high quality that the consumer has learnt to expect over the years, but in a new format.

“We are proud to be working with like-minded Vizeum brands in Fairfax Media and BMW, on a project that comes to life not just across print and digital, but also allows consumers to experience both the new cars and the new Fairfax format.”