smoothfm launches online lifestyle destination

smooth.com.au relaunches as a lifestyle destination in partnership with Plush

•  Complete relaunch of the smoothfm mobile site, smooth app and website

Nova Entertainment has partnered with Australia’s sofa specialist Plush to launch www.smooth.com.au, evolving smoothfm beyond radio and capitalising on its strength as a lifestyle brand.

As Australia’s newest lifestyle destination, www.smooth.com.au is a complete relaunch of the smoothfm mobile site, smooth app and website. smooth online delivers content that plays a role in consumers’ lives and is designed to complement their busy lifestyles, passion points and create aspiration around the food, travel, family, health, love and relationships pillars.

smooth online has been designed and built to meet strong commercial demand, providing brands with tailored and unique integration opportunities including native content experiences all with the powerful amplification of smoothfm’s broadcast success.

Since its soft launch in January 2016, smooth online has achieved a 40% lift in average weekly unique browsers and a 34% increase in total time spent on site, and has reached a combined Facebook following across smoothfm Sydney and Melbourne of 728,000 fans.

Nicole Bence, Nova Entertainment’s digital commercial director, said, “The launch of smooth online further cements smoothfm’s unique position as one of Australia’s most credible lifestyle brands, extending the conversation across our digital channels and bringing brands into a trusted environment through relevant and meaningful content creation. Our partnership with Plush will see us create a six-part video content series ‘The Sofa Series’ with much-loved smoothfm host Cameron Daddo on the sofa with some of Australia’s biggest lifestyle influencers, providing best in market brand integration and content our audience will love and share.”

Chris Burke, Plush general manager, said, “Plush has had a longstanding relationship with smoothfm. We have built our business around helping customers relax in the most comfortable surroundings, so we are very excited about partnering with smooth to launch this latest lifestyle venture.”

smoothfm is a multiplatform entertainment brand having expanded its national footprint on DAB+, along with the introduction of a strategic partnership with Foxtel to create smooth, the first Australian radio station developed into a TV channel, and the release of 10 compilation albums with Sony Music. smoothfm has also extended into the experiential space with the creation of the smoothfm Festival of Chocolate, returning for a third year in 2016, and the launch of the smooth relaxation station. www.smooth.com.au will now be the next phase in the station’s cross-platform offering evolving beyond radio and extending the brand across the Australian lifestyle category.

smoothfm celebrated four years on air on 21 May 2016.

Subscribe to the Mediaweek Morning Report with the form below.




Recent News

To Top