An eight-page gatefold for Events NSW in the ‘Sydney Morning Herald’ has been billed the paper’s “largest ever print execution”.
The advertising insert exploits the full width of a double-width press – actually the manroland Geoman at The Age Print Centre in Melbourne – to present four broadsheet pages side-by-side.
Similar gatefolds have been produced for other Fairfax Media advertisers including carmaler BMW, but this exclusive showcases more than 80 events in Sydney and NSW next year. It was produced by advertising agency Ogilvy as part of an ‘It’s On’ events campaign for the state.
It’s questionable whether trade marketing and insights media director Elizabeth Ross is right when she says the insert is the biggest calendar ever seen in print in Australia, but as far as we know, Fairfax is the only newspapewr printer in Australia capable of delivering it.
Has anybody got the necessary wall space?