Fairfax Media has partnered with luxury car brand Audi to launch its A3 e-tron hybrid car with a ‘Long Read’ article series.
The series, which was created by Fairfax's custom solutions division, is premium sponsored content designed to maximise audience engagement with quality articles, videos, galleries, maps and infographics.
The series will appear in the Executive Style section of Business Day and across Fairfax’s digital and print mastheads.
Fairfax Media custom solutions commercial manager Felix Krueger said: “Our ‘Long Read’ series for Audi is the latest example of how Fairfax Media’s custom content product suite connects engaged, inquisitive readers with advertiser-sponsored premium content.
“Audi’s brand messages for its new A3 e-tron are vividly brought to life through our ‘Long Read’ format with quality journalism, rich photography and video integration across topics that engage and educate. This is a great example of how our ‘Long Read’ articles can be used to deliver brand aligned content to audiences.”
MediaCom senior digital executive James Wainwright said: “It’s becoming increasingly important to connect brands to audiences through relevant, in-depth content. In this instance, the ‘Long Read’ articles have enabled Audi to establish a realistic connection between the benefits of the e-tron and a lifestyle promoting sustainability.
“Custom content is only one element of a wider connection with the consumer for the launch of e-tron, however it’s vital in delivering on the deeper education piece needed to introduce such an advanced car into the Australian market.”
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