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The Good Life Guide is a guide to weekend pursuits in Victoria and launches with an editorial cover wrap in The Age today. Printed on bright Pura Light Start yellow paper, it delivers on the brand’s objective of creating a distinctive and memorable brand positioning within the paper.

For the following seven Fridays, The Good Life Guide will appear as a spinal wrap in The Age, wrapping editorial from page three and leading into a sponsorship of the weather.

Content will be written by The Age’s editorial team in consultation with Pura Light Start’s creative agency AJF and their creative idea of, “Taste The Good Life”.

Pura Light Start will also sponsor The Age weather every weekday throughout the campaign, including branding on page one of the paper. This is a natural tie-in to the campaign theme of “tasting the good life whatever the weather.”

The spinal wrap idea is a Fairfax media first.

“The Good Life Guide is an excellent example of how a clever campaign idea can work alongside editorial to offer something relevant to readers,” said MediaVest Strategy Director David Trovell.

“The partnership with The Age has allowed us to create a meaningful brand experience in a category that has traditionally relied on rational product messages.”

The Age Sales and Marketing Director David Hoath said: “The innovative use of spinal wraps is exciting in this campaign, not to mention this is the first time a brand has sponsored the daily weather pages in the paper.

Pura Light Start’s campaign will have a significant presence in The Age, in print and online. “We are committed to helping make the campaign a complete success," Hoath added.

MediaVest has extended the campaign to TV, sponsoring Channel Nine’s weather reports in the 6pm news. Weather reporter Steve Jacobs will try out a number of active pursuits including rock climbing, kite surfing and Tai Chi over the course of the week.

Gaelle Boutellier of National Foods said The Good Life Guide is an important step forward for the brand.

“People are increasingly buying in the light milk category for price rather than brand. This campaign will truly differentiate the Pura Light Start brand and create a more memorable product that connects with consumers.”

The Good Life Guide appears in The Age today. Channel Nine 6pm weather started on Wednesday.

These weather spots were a collaboration between AJF and Channel Nine’s creative team, 9mm.

For more information, please contact:

Rochelle Burbury
Access Public Relations
T: (02) 9279 4799
M: 0408 774 577
E: rochelle@accesspr.com.au

About Starcom MediaVest Group

Starcom MediaVest Group (SMG) is a leading global media communications agency with offices in 67 countries and is part of the Publicis Groupe. In Australia, SMG has six offices, billings of more than $700 million and is the most awarded full service agency. SMG offers its clients creative thinking and solutions, where humanity meets marketing science. It has a depth of fully integrated, specialist talent in investment, business management, digital, strategy planning, econometrics, research and search. SMG is a member of negotiating group Australian Media Exchange.