Leading female lifestyle destination ‘The Carousel’ has signed a commercial partnership with Sydney-based digital media company Inception Digital.
Founded by Robyn Foyster in 2014, The Carousel is a mobile lifestyle destination for women. The site offers expert news and advice across fashion, beauty, health, food, home, parenting and bridal, from some of the most respected and best-known lifestyle experts in the business.
Inception Digital will take responsibility for instigating and creating commercial partnerships for the site, based on a combination of advertising, content creation and social media amplification. The partnership will target brands wishing to take advantage of The Carousel’s highly engaged and valuable audience of Australian women.
The Carousel’s publisher Robyn Foyster explained the partnership had deep implications for the site, as it expanded to become one of the country’s premier lifestyle destinations. “This partnership is not about advertising sales, rather leveraging very real expertise in engaging consumers through appropriate and authentic solutions,” she said.
“We have some of Australia’s leading writers and TV presenters, creating the best and most engaging stories as well as highly snackable videos.
“Inception has the experience and proven ability to help us broker partnerships with advertisers looking to capitalise on this to create content-led socially amplified campaigns,” she added.
Inception’s MD Jade Harley said The Carousel adds considerable weight to their offering within the key female lifestyle sector. Our recent survey of over 2,500 Australian women highlights the importance of brands aligning with publishers that women trust and deeply connect with” she said.
“Women are making crucial buying decisions across all categories, and yet 91% of those surveyed feel that advertising doesn’t understand them. This knowledge has allowed us to create a market-leading female network that offers the ability to create emotional engagement that resonates.
“Robyn’s credentials and experience are second to none, and we are delighted to be working with her to engage women authentically and credibly across multiple platforms,” she added.