Domain targets millennials with Pedestrian integration

Lindsay Bennett
By Lindsay Bennett | 22 November 2017

Recently ASX-listed company Domain is making a play for the millennial property market with a partnership with youth-focused publisher Pedestrian.

The new partnership sees Domain integrate its content on Pedestrian, including a content widget that will feature articles from the property publisher, a search bar to scan Domain content and a large scale advertising campaign that will launch across Pedestrian.

The publishers will also reveal a "large scale" promotion later this year, Pedestrian co-founder Chris Wirasinha tells AdNews.

Pedestrian Home, which goes live later today, will deliver content focused on homewares, hacks for sprucing up your space, a look inside the homes of well-known Aussies, as well as covering real estate news and market developments. 

Wirasinha says it's a “natural partnership” between the two publishers.

He says Domain’s comedic content series, Avalon Now and The Circle, are appealing to Pedestrian’s audience and will allow the youth-focused title to tap into real estate and Domain to tap into millennials, who are interested in renting and decorating.

Last week, Domain has made its debut on the ASX with a valuation of close to $2.2 billion.

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