REA Group has expanded its content offering beyond property to become a full lifestyle brand, launching a new vertical today that will help readers along all stages of the property journey.
REA’s move into lifestyle, incorporating auto, retail and travel, sees the real estate company deliver on its promise to double editorial output in 2017, hiring a new team of lifestyle writers and revealing 720 new articles today.
The team of in house journalists and editors are supported by expert contributors and well-known lifestyle faces, including renovation trio Three Birds.
Along with the written content, six original web series have been created for the lifestyle vertical, as well as more than 200 pieces of new video content.
REA GM of marketing Libby Minogue tells AdNews the lifestyle segment has been in the works for more than 12 months, developed off the back of marketplace demand.
“We have found that 30% of our audience aren’t coming to buy, sell or rent. We have looked at the gap in the market and what consumers are seeking from our site and then considered how it speaks to agencies and advertisers,” Minogue says.
The launch will be supported by a significant advertising campaign
Minogue explains the vertical launches with three key pillars in mind, those being native video, content and data partnerships.
Telstra, Bankwest and Bunnings have been secured as the main content partners.
“A whole range of new content partners have come on board with us that haven’t previously advertised with REA,” Minogue says.
“We’ve seen double the uplift from advertisers in the automotive category and the retail space and we expect this to grow.”
The dedicated lifestyle space follows all digital property content from News Corp major metro, regional and community publications now living at REA.
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