Three-year deal will provide the zoo with editorial, commercial and marketing support.
Taronga Zoo has extended its longstanding partnership with Fairfax Media, with a new deal to support and promote its conservation activities at Taronga and Western Plains Zoos.
The new agreement, which begins this month, will see Fairfax provide editorial, commercial and marketing support through its metropolitan and suburban newspapers, including The Sydney Morning Herald and The Sun Herald.
As part of the arrangement, Taronga Zoo will provide Fairfax with exclusive or first access to some of its conservation news stories, which will be used in articles by The Sydney Morning Herald’s environment editor Peter Hannam.
The corporate partnership renews a long-standing relationship between the media company and the zoo.
In 2006 and 2007, in conjunction with Sydney Water, Taronga Zoo distributed a conservation calendar to The Sun Herald’s estimated 570,000 readers, with the zoo at the time estimating the value of the promotion at over $600,000.
Taronga Zoo ran fortnightly advertisements in Fairfax papers in 2012, along with a cover wrap for the launch of its For the Wild campaign, editorial coverage and a calendar to The Sydney Morning Herald readers, which by then had shrunk to around 300,000.
Beyond the media and marketing relationship, the Fairfax family has been a long-time philanthropic supporter of the zoo. This has included a donation of over $10,000 in the 2016/17 financial year from the estate of James Fairfax.
In a statement Taronga Conservation Society Australia Director, Marketing, Commercial and Fundraising Libby Hodgson said the zoo was delighted to announce Fairfax as its newest corporate partner.
“Through the combination of Taronga’s experts in wildlife conservation and Fairfax’s first-class journalists and photographers, I am confident that this partnership will highlight wildlife and the urgent need to conserve it in a powerful and compelling way, and will further the important and often groundbreaking work that Taronga is doing for wildlife,” Hodgson said.
Sun-Herald editor Cosima Marriner said the partnership will roll out over the coming months.
“The ground-breaking wildlife conservation work undertaken at both Taronga and Western Plains Zoos is something we’re excited to champion – and the pictorial opportunities with their spectacular wildlife are sure to resonate with our readers, especially on a Sunday,” Marriner said.
“Our support will include a combination of editorial coverage, rich media print and digital activity, plus curated events for readers and subscribers – all aimed at driving engagement with the Taronga brand, physical site and their conservation programs.”