Fairfax Media + Singapore Tourism Board partner in new native advertising ‘Shortlicles’ campaign
The Singapore Tourism Board has joined forces with Fairfax Media’s Traveller.com.au to launch the first ‘Shorticle’ campaign series, extending the Brand Discover native advertising portfolio with a new list style format.
Launching on Traveller.com.au, the Singapore Tourism Board ‘Shorticles’ series showcases articles focussed on interesting and unusual facts about Singapore, designed to give audiences more unique reasons to visit the site.
Comprising 10 articles of 200 words each, ‘Shorticles’ tap the increasingly popular list format for online content. Optimised for mobile audiences, and available across smartphone, tablet and desktop, the new ‘Shorticles’ format has been specifically designed to be easily enjoyed and shared by readers on the go.
Says Sharon Lam, area director for Singapore Tourism Board: “Singapore’s heritage and history make for a unique culture. Many people may not realise that there’s much more to Singapore than chilli crab, Singapore Sling and Singapore Zoo.
“As Traveller.com.au is a priority read for our target Australian audience, we saw ‘Shorticles’ as great vehicle to help us reach people who have visited Singapore before and those who haven’t, by giving them a taste of the hidden quirks, distinctive cultures, vibrant precincts and unique local customs – in an intriguing and highly shareable way.”
Says Felix Krueger, Fairfax Media’s custom solutions commercial manager: “We’re proud to work with the Singapore Tourism Board on our first ‘Shorticle’ series – just one of many that will appear across Fairfax Media websites this year.
“This fun and engaging format demonstrates how Fairfax Media develops native advertising solutions for all industries with products aligned to their key audience needs.”
Brand Discover ‘Shorticles’ allow advertisers to create, design and promote content across Fairfax Media’s mastheads; The Sydney Morning Herald, The Age, The Canberra Times, Brisbane Today and WA Today as well as key sites such as Traveller.com.au.
Collaborative articles and Brand Discover ‘Shorticles’ that appear across Fairfax Media brands are clearly labelled ‘advertiser content.’