The Lifestyle Group Rebrands To Reflect Changing Audiences

The Lifestyle Group Rebrands To Reflect Changing Audiences
SHARE
THIS



Foxtel’s Lifestyle content and platforms- The Lifestyle Group – has announced a comprehensive rebrand for the first time in almost 20 years, in response to the evolving behaviour of Australians in consuming Lifestyle-related content.

As part of the rebrand The Lifestyle Group have also launched a new brand purpose: Bringing joy to life. The new brand purpose plays a large role in informing talent appointments, content pipeline, acquisitions, events and customer offers.

The rebrand, which will officially launch in September, has been shaped by a research study with Ruby Cha Cha, commissioned by The Lifestyle Group. It explored Lifestyle audiences’ behaviours and attitudes and used these insights to develop the group’s new positioning – the idea that emotional fulfilment is the new empowerment and the key is the rising emotional economy.

Hannah Barnes, general manager, The Lifestyle Group, (pictured above) said: “’The Lifestyle rebrand will unite the power of our trusted portfolio. As our marketplace continues to change dramatically we too are evolving to suit our consumers’ needs.

“We’re a content agnostic brand that prides itself on connecting with our audiences’ mindsets and motivations, so our new positioning aims to provide an extensive offering that meets the spectrum of the emotional needs of our audience. We understand one size doesn’t fit all and our focus is to ensure we deliver trusted brand experiences curated to Australian viewers whenever and however they want it. We understand the value of the emotional life of our consumers.”

Tania Jones, MCN content and brand partnerships director, said: “Lifestyle’s white paper shows us that Lifestyle Audiences are no longer looking for empowerment when watching television. They are, instead, looking for immersion. We’ll therefore be working closely with our partners to share compelling content to Lifestyle’s core demographics under the newly focused branding.”

The Ruby Cha Cha report also identified that lifestyle audiences were educated, affluent, and an active participant across television. Other findings included:

  • One in three Australians will be aged over 50 in 2016 and that they are enjoying great longevity in life, with life expectancy rates among the highest in the world.
  • Lifestyle interest peaks with women 35-59 years old. They are affluent, tech savvy and the generation most dedicated to TV. Plus the most likely to subscribe to STV.
  • Women want emotional fulfilment, and want their television to reflect a wide range of emotions, experiences, appreciation, and the possibilities of life.
  • There is a growing voice for single living lifestyles that are suburban without being inner-city focused. These single living people are spending on premium goods, in department stores, and buying expensive furniture and home wares. They are also health and wellbeing conscious.

The Lifestyle rebrand includes a range of presentations to market and an exciting industry event to follow later in the year with research experts LS:N Global – a division of The Future Laboratory, which documents and shares consumer behaviour and key industry trends.

Latest News

Done & Dusted! 90% Of Aussies Say They’ve Finished The Christmas Shopping
  • Marketing

Done & Dusted! 90% Of Aussies Say They’ve Finished The Christmas Shopping

New research has revealed that nine in 10 Aussies have already done their Christmas shopping, with just 11 per cent leaving their shopping to December and only four per cent leaving it to the week before Christmas. The findings come from a survey of1021 Australians[ commissioned by parcel delivery service CouriersPlease (CP). In the survey, CP […]

Seven-Year-Old Tops YouTube’s Top 10 Earner List For 2018
  • Marketing
  • Technology

Seven-Year-Old Tops YouTube’s Top 10 Earner List For 2018

The top 10 YouTube earners for 2018 have been revealed with (get ready to feel really depressed) a seven-year-old who reviews toys online coming in at the number one spot. According to the list compiled by Forbes, Ryan, who’s site is called Ryan ToysReview, pulled in a staggering $22 million ($A30.6 million) from reviewing toys […]

by B&T Magazine

B&T Magazine
Report: Aussie Consumers Want Brands To Stand Up For Local Causes
  • Marketing

Report: Aussie Consumers Want Brands To Stand Up For Local Causes

A new study has found that three-quarters of Australians want brands to get more involved with the issues they care about. This is the insight from Purpose in Asia, a new report from Kantar revealing a disconnect between the causes that dominate global media and international brand campaigns, and issues that matter to consumers across the region. […]

New Idea Goes Royals Crazy With Mini Mag Devoted To Her Maj & Family
  • Media

New Idea Goes Royals Crazy With Mini Mag Devoted To Her Maj & Family

Pacific’s New Idea has launched New Idea Royals, a mini magazine driven by unprecedented interest in all things royal that completes the brand’s multiplatform approach to royal coverage.   Inserted into the weekly edition of New Idea, the mini magazine joins the New Idea Royals podcast, an online dedicated royal vertical and the rapidly-growing Facebook page, […]

How To Present In A World Of Growing Technology & Jargon
  • Opinion
  • Technology

How To Present In A World Of Growing Technology & Jargon

Emma Bannister (pictured below) is the founder and CEO of Presentation Studio, APAC’s largest presentation communication agency, and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest post for B&T, Bannister shares her tips on how to make your next presentation tech savvy without boring […]

Opinion

by B&T Magazine

B&T Magazine
Eliza O’Hare Named Editor Of Bauer’s Inside Out Magazine
  • Media

Eliza O’Hare Named Editor Of Bauer’s Inside Out Magazine

Bauer Media has announced the appointment of Eliza O’Hare as editor of Inside Out magazine. O’Hare joins Inside Out from Bauer Media’s Harper’s BAZAAR, where she was associate editor for three years. O’Hare has nearly 30 years’ experience in the media and publishing industry, having started her career as a cadet at ACP magazines before working […]

Infographic: Where Aussies Plan To Shop This Christmas (And It’s Bad News For David Jones)
  • Marketing

Infographic: Where Aussies Plan To Shop This Christmas (And It’s Bad News For David Jones)

A study into the Christmas shopping habits of Aussies has again found that we’re eschewing the big chain retailers and increasingly going online to buy the presents. The research, by Melbourne market research and insights agency Honeycomb, found that 60 per cent of us will do all our shopping digitally this year. When it comes to the […]

by B&T Magazine

B&T Magazine
Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]