Yahoo7 Unveils New Lifestyle Platform, Be

SHARE
THIS



Yahoo7 has today revealed its new socially-driven lifestyle and entertainment destination, Be, ahead of its official launch in July. The new direction comes after months of research and development into the Yahoo7 lifestyle platforms and audience.

Driven by the growing demand for personality-led content and change in audience habits, Be leverages Yahoo7’s unique partnerships and utilities, delivering a fresh and premium platform. The destination includes Yahoo7’s most popular lifestyle verticals: entertainment, travel, fashion, beauty and food.

Yahoo7 has partnered with leading Australian personalities to create and publish original and aspirational video and socially-driven content, designed to drive audiences to the website from their social channels.

Be’s launch personalities include:

  • Maz Compton, radio personality: Entertainment
  • Ash Pollard, ex-My Kitchen Rules contestant and television personality: Food
  • Scott Gooding, ex-My Kitchen Rules contestant and fitness and health expert: Health & Fitness

A fourth, surprise personality who will lead the Fashion vertical, will be revealed at the Be launch event in Sydney, on Thursday 14th July.

Ed Harrison, CEO of Yahoo7, stated the launch of Be is a pivotal move for Yahoo7, with the strategy designed to leverage new audience content habits.

Harrison said: “Social plays an extremely important role in driving audience traffic. By combining Australia’s most loved personalities with Yahoo7’s track record in creating premium content, and infusing our owned utilities like Polyvore, we are able to deliver the most premium lifestyle and entertainment experience to a whole new social audience.

“Be has been designed around our audience, they are at the core of every decision we make. We know our audience’s daily habits are changing to embrace shareable videos and personality-driven content, so it’s essential we stay ahead of the curve in delivering a premium experience that fuels those daily habits. We are extremely proud of Be; it is a unique offering that we believe our audience will fall in love with.”

In addition to Be’s four launch personalities, the website will be underpinned by the core Yahoo7 editorial team as well as a network of bloggers and contributors. Together, the editorial force will curate over 150 articles per week ensuring the platform is a daily one-stop destination for a lifestyle news fix.

The Be content approach is focussed on being accessible anywhere, anytime. The original content is designed with a mobile audience in mind and is optimised for cross-device consumption. Additionally, Yahoo7’s key products will be integrated under Be, including the leading fashion destination, Polyvore, which launched in Australia earlier this year.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]