Fairfax and Eftpos join forces

By Sarah Aley | 29 June 2012

Fairfax Media has partnered up with the Eftpos for a one-off marketing promotion in Sydney and Melbourne this weekend to spruik its Good Cafe Guides 2012.

The promotion will encourage local cafe-goers to pay for their coffees using Eftpos. In turn, the cafes will distribute a free Good Cafe Guide 2012 to each customer that uses the electronic payment system. The guide normally retails for $10.00.

The campaign is designed to highlight the convenience of Eftpos within local cafes. Fairfax will run advertising in The Sydney Morning Herald and The Age in Melbourne on Saturday only.

Bruce Mansfield, the managing director for Eftpos, believes it is important to recognise the role that cafes play in Australia's daily life. "They have the power to transform a suburb into a village, by creating a sense of community and a special atmosphere that people gravitate towards,” he said.

Jill Dupleix, the editor of the Good Cafe Guide, agrees. She said: "The Good Cafe Guides showcase the best Sydney and Melbourne have to offer, and we're delighted Eftpos has partnered with us to help promote the essential guide to cafe culture in our two biggest cities.

There are 30 cafes participating in each city, with the majority centred around the CBD and inner city suburbs.

It's unclear how the promotion will be advertised at point-of-sale in the cafes.

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