Hyundai buys Fairfax. Fairfax Media

Posted by Lucy Halliday On June 18, 2012

June 18, 2012: In a game changing development in cross-platform media buying, today Hyundai Motor Company Australia became the first advertiser to “own” every available premium position and format across Fairfax Metro Media mastheads for the day.

Hyundai was able to secure the one day buy-out by taking advantage of the new ‘Metro Block’ advertising initiative, launched by Fairfax Metro Media to enable advertisers to secure premium placements in The Sydney Morning Herald and The Age across print, online, mobile and tablet platforms for an entire day.

The Metro Block concept was borne out of Fairfax Media’s commitment to developing a deeper understanding of their audiences, when they engage with Fairfax Metro Media platforms and what mindsets they are in during various parts of the day.

“This understanding has enabled us to create a package that not only reaches our audience when they are most engaged, but allows advertisers to tailor their messaging for maximum impact”, Ed Harrison, Commercial Director at Fairfax Metro Media said.

As the inaugural advertising partner of this Australian media-first, Hyundai is using the Metro Block today to introduce and launch the new generation Hyundai i30.

Today, Hyundai owns every key environment across The Sydney Morning Herald and The Age to promote its “Free yourself” launch campaign for the all new i30. The new features and sleek styling of the next generation model will be showcased in a campaign promoting “30 ways to free yourself in i30”.

Hyundai i30 ads occupy all the premium positions and formats across the masthead platforms, giving the brand the perfect means to reach and connect with the large and valuable Fairfax Metro Media audience.

“Hyundai is excited to be the key partner in Fairfax’s Metro Block activation. We see this as a fantastic opportunity to support the announcement of new generation i30, a model that is critical to the brand’s ongoing success in Australia.

Enabling us to reach a broad and relevant audience, across multiple touch points in a single day, the Metro Block will give i30 the visibility and generate the talkability that we are seeking in our launch channels”, Oliver Mann, Director of Marketing, Hyundai Motoring Company Australia said.

Dan Tighe, Commercial Director, Initiative said, “We recognised the value in Fairfax’s first to market opportunity. Looking to announce the i30’s arrival in quality, engaging media environments, it is also critical that we deliver valuable audience numbers and utilising all the platforms in the Fairfax portfolio allows us to do just that”.

Metro Block offers advertisers premium positions at peak viewing times throughout the day across all platforms: smart phone apps, tablet apps, newspapers and websites.

Fairfax Metro Media Commercial Director, Ed Harrison said, “Metro Block is a commercial evolution of our ‘Follow the Sun’ strategy, and has been designed to allow brands to follow and communicate with Fairfax Metro Media audiences throughout the day across each of our platforms.

“The Metro Block initiative shows our market leadership in offering advertisers the smartest, most creative cross-platform campaign solutions,” Harrison said.

As well as the ability to “own” all Fairfax platforms for a day, other key benefits for advertisers include a single rate at a discount to rate card, and a single point of contact for advertisers and agencies which ensures an easy media buy.


*iPad is a trademark of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.

About Fairfax Media
Fairfax Media is Australasia’s leading media company with metropolitan, rural and regional publications and websites across Australia and New Zealand.

Fairfax Media publishes the highly respected metropolitan publications The Sydney Morning Herald and The Age along with, Australia’s leading online news websites,, and Other niche websites include the popular parenting website and the youth site The company has a large stable of successful websites in key vertical markets including New Zealand’s largest website,,,,, OMG, Australian Property Monitors, Commerce Australia, TenderLink and the recently acquired Occupancy. Fairfax Media also has a strong classified advertising business with print and online publications including: Drive, MyCareer, and Domain.

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Lucy Halliday