Fairfax Media - Executive Style Magazine
Overview of this campaign
Fairfax’s premium magazine team recognised a gap in the Australian market servicing high-income male readers aged between 30 and 60.
Executive Style was already a successful online brand for the company covering luxury cars, watches, men’s fashion, culture and lifestyle reaching a unique audience of over 300,000 Australians a month: homeowners, decision makers, managers, and professionals.
Existing clients had expressed interest in buying into a print product which displayed their big-budget advertising campaigns on glossy paper to a similar prestige audience.
The team set about bringing the on-trend, high-end feel of the Executive Style website to a high-quality standalone print product, working with award-winning Fairfax designer Tim Beor to create a 52-page launch issue that exceeded expectations editorially and commercially.
The August 2017 inaugural issue had amazing support from international luxury brands, including Audi, Rolex, Cartier, Bulgari, Giorgio Armani, Hugo Boss, Grand Seiko, Harrolds, MJ Bale, Montblanc, Bremont and more, several of which were new clients for the business.
To create the luxe tone of the new publication, the editorial team began with a tagline that captured the DNA of the project: Smart men. Cool things.
This mission statement appeared on the cover and effectively summarises the first issue. Inside featured news about prestige cars, cutting-edge suits, luxury watches, spectacular travel destinations and fine spirits with features on inspirational entertainers, sportspeople, designers and entrepreneurs.
The clean, fresh, directional design featured articles from passionate contributors including watch legend Bani McSpedden, spirits expert Luke McCarthy and car guru Toby Hagon.
The first issue reached 1.3 million print readers of the Age and Sydney Morning Herald and was fantastically received by readers and advertisers alike, generating buzz on industry sites Mumbrella and Campaign Brief.
Results for this campaign
The first two issues delivered $500k in incremental luxury retail revenue to the Friday editions of our Metro mastheads, and more value for our premium SMH & AGE readers via Executive Style’s premium and unique content.
Clients to advertise in the magazine include Cartier, Hermes, Jaguar, Maserati, Harrolds Luxury Department store, Google, Hublot, Mont Blanc, Bremont, Hyatt Regency, Tourism Tassie and more. The majority of these clients had not advertised within the SMH and The AGE.
We are on track to reach our goal of $1 million in new print revenue across 4 issues of ES Magazine, which is also highly profitable revenue and generated out of our current editorial and the Brands & Audience Prestige team. Also on track to more than double the Executive Style brand cross platform revenue for FY18. The next edition will be published on March 9 and will carry similar revenue to the first editions.
This is a great example of how category expertise, client relationships and brand strategy and product knowledge has come together to generate new revenue for the business.