NewsLifeMedia’s chief digital officer Julian Delany today unveiled all-new product and positioning for bodyandsoul.com.au the digital destination of Australia’s leading health and wellbeing brand.
Now live, the new bodyandsoul.com.au has a fresh new look, intuitive homepage, easier navigation and sleek mobile site to deliver credible and engaging health, fitness and wellbeing content for daily inspiration.
The new positioning for bodyandsoul.com.au sees ‘my’ added to the logo on the website and social channels signaling a focus on the individual for the digital product.
Delany said, “Body+Soul is the leading authority on health and wellbeing information in this country. The website already leads the category with a unique audience of 409,000* and has a social community of over 115,000. Before starting the next phase of growth for bodyandsoul.com.au we wanted to better understand the digital audience and conducted a survey with over 3,000 readers.
“The results of this clearly showed us that the health and wellbeing conversation online is very personal. The demand and need for health information is constant. It’s no longer considered nice to know, it’s fundamental to living happy fulfilling lives.
“Adding ‘my’ to the positioning of the digital product signals to our audience that the focus is on the individual. Essentially it’s about self-investment, what’s one way I can feel better in my mind and body today.”
Executive editor of bodyandsoul.com.au Melissa Overman said, “We know there is a thirst for instant, trustworthy and exciting health content. The new bodyandsoul.com.au will focus on delivering news, personal stories, videos and expert advice and commentary to a new, younger audience.
“I’m thrilled that Phoebe Burgess (health and wellness), Fiona Falkiner (body image), Dani Venn (food) and Libby Trickett (fitness) are all on board as guest editors for the launch of the new site to share their personal experiences, tips, tricks and inspiration for a healthy body and mind.”
With a renewed focus on social, video and engaging key personalities, the bodyandsoul.com.au team of experienced journalists will deliver healthy recipes, fitness plans, beauty advice and nutrition tips so readers will always find one thing they can do to feel better today.
For advertisers the new bodyandsoul.com.au offers a revised suite of sophisticated commercial products across desktop and mobile, adopting news.com.au’s market leading native content offering with an added lifestyle lens to create health and wellness content for the audience.
The launch campaign kicks off with a social activation encouraging readers to share inspirational images using #mybodyandsoul across Instagram.
Source: *Nielsen Digital Ratings Monthly, May 2016