Pacific today revealed a reimagined Girlfriend brand: a new digital pop-up magazine, revamped online digital destination, keepsake quarterly print format and consumer events calendar targeted directly at Australian teen girls.
Tamara Davis, Content Director and Editor, Girlfriend, commented: “Our vision was to build a redefined model for the Girlfriend brand that directly delivers for today’s Gen Z female audience – including an always-on mobile offer- ing, a smart, relevant print format, innovative new com- mercial partnerships and interactive consumer events.
“Our redefined strategy evolves the brand with time- ly and relevant changes that cement Girlfriend’s proud heritage as the country’s number one resource for teen girls – with a more sophisticated multi-platform content approach that is directly tailored to the Gen Z Australi- an teen girl today.”
For the first time, Girlfriend will present an interactive digital magazine as an aspirational content vehicle that is fully enabled for sharing and shopping. The premium environment for advertisers offers visibility and brand connection to the Girlfriend audience in a ‘pop-up’ fre- quency designed to bring the content to life whilst cap- italising on news and trends.
Girlfriend’s always-on mobile offering provides an im- mersive experience and thumb stopping content tai- lored to digital natives. The new, custom-built website girlfriend.com.au is the ultimate home for stories rele- vant to teen experiences with editorial timed to teen activities like formals and summer holidays. Core con- tent pillars include entertainment and celebrity, beauty, fashion, life (including love) and win (prizes, promotions and experiences).
The new luxe quarterly print version features a double-sided, glossy, foiled cover and premium finish- es throughout and is a complete guide to the season ahead. Teen focused content pillars include friendship and love, entertainment, careers and extended mind, body, fashion and beauty advice – all with Girlfriend’s signature message of positivity and empowerment. Emma Watson fronts the cover, with the issue priced at $7.99 (available from today).
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
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triple j’s new First Nations show Blak Out is taking over the airwaves every Sunday from 5-6pm! Hosted by Yuin and Thunghutti man and rapper Nooky, triple j’s Blak Out will feature the best and latest music from First Nations artists across all genres, plus interviews, premieres, and playlists. To celebrate, it’s a Blak Out on triple j today! From now until 3.30pm, you’ll hear music from Indigenous artists only. Then Blak Out […]
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Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]