Content portal Yahoo7 has announced that its flagship lifestyle destination, Be, is to rebrand to Yahoo Lifestyle.
The rebrand is Yahoo7’s attempt to bring the destination, which was launched as Be back in 2016, closer into line with the media company’s global entertainment and lifestyle offering.
Be relaunched in July last year to improve viewability and user experience. However, it appears that wasn’t enough.
Yahoo7 said in a statement that the revamped site will more closely mirror the look and feel of the global Yahoo Lifestyle brand, whilst retaining its local personality and editorial production.
Yahoo Lifestyle will go live across Australian and New Zealand in early October 2018, and will be led by Yahoo7’s head of lifestyle, Aletha Wilkinson.
Simon Wheeler, director of content at Yahoo7, said: “Since launching two years ago, Be has been successful in growing its audience thanks to quality original content focusing on its core areas of real life, travel, lifestyle and celebrity, all created through a social-first lens.
“The success of Yahoo7 Be since launch is testament to our incredible team of in-house journalists and content creators producing a genuine destination site for this hard-to-reach and valuable demographic.
“Aligning with an international brand like Yahoo Lifestyle offers us a great opportunity to leverage a well-known brand and access exciting developments for our roadmap that will allow us to offer our audience and advertisers something truly unique within a very crowded market.”
