Val Morgan Digital is partnering with Group Nine Media to launch its digital lifestyle publisher Thrillist in Australia in February 2021.
The number one food, drink and travel brand for Gen Z and Millennials in the U.S., Thrillist is on a
mission to help its audience explore the best local experiences that Australia has to offer to turn a good time into a great time.
With an established Australian audience of 458,000 monthly unique reach, Thrillist is the latest addition to the VMD portfolio, joining Fandom and The Latch, as it continues to build a stable of brands that drive curiosity, influence and impact.
“Over the last 15 years, Thrillist has solidified its reputation as the go-to resource for the adventurous looking to experience the best local destinations including must-try culinary and drink hotspots in cities across the world,” said
Thrillist Chief Content Officer Meghan Kirsch said: “We’re excited to partner with Val Morgan as we make our first international expansion in recent years to Australia. We’re confident that both Australian consumers and brand partners will see real value in the breadth of our coverage down under.”
VMD executive Editor Amanda Bardas will oversee all editorial opportunities and brand extensions within the
business.
Bardas explained: “Bringing Thrillist into the content mix is a natural next step in delivering on VMD’s mission to entertain and inform, by igniting important conversations across different mediums, platforms and screens. It’s an exciting time, as we continue to grow our audiences across entertainment and lifestyle.”
VMD’s Managing Director Brian Florido added: ‘The launch of Thrillist Australia continues our pioneering position in market to close the loop between our cinema and outdoor network with content that encourages people to try something new, do something or go somewhere.
“We will integrate Thrillist into the fabric of Australian culture, by partnering with local people, cities, businesses and initiatives. Keep an eye out for first-to-market initiatives Thrillist Serves and Ghost Kitchen that support local small businesses and experiences in 2021.”
