Nine has outlined plans at its 2020 Upfront to use its key “superbrands” to build its reach and audience across the key verticals of property, auto, travel and food.
Nine will now look to supercharge brands like Domain, CarAdvice/Drive, Good Food, Traveller, and Good Weekend and Sunday Life, by expanding them into cross-platform franchises.
Lizzie Young
“Each of these superbrands is incredibly successful in publishing across our digital and print platforms,” said Lizzie Young, Nine managing director – commercial partnerships.
“We are supercharging them for their very engaged audience using our new data proposition and where relevant, giving them a home on television to create our very own stable of content superbrands with which advertisers can partner.
“Partnering with our superbrands provides advertisers with engagement through our content; scale through our media platforms, and precision through our data. This means these are the best solutions when it comes to either mass reach, precision targeting, or a combination of both. We have all options covered like no one else.”
Good Food
The Good Food brand is set to come to TV with the launch of a new Christmas special as the brand goes from strength to strength engaging food lovers all around Australia.
On Saturday, December 7 on Channel 9, the Good Food Christmas Special will show audiences how to make this the easiest Christmas ever.
The special will feature some of Australia’s top chefs, including author and TV presenter Adam Liaw, and will bring audiences the latest in food and drink trends for the festive season. The TV special comes after the recent launch of the new Good Food glossy monthly print magazine.
“Good Food is the most revered food brand in Australia, with an extremely loyal and engaged readership, and we are thrilled to expand it further across news and magazine print, digital, events, The Good Food Guide and cookbooks,” said Nine publishing director, food and travel, Trudi Jenkins.
“The magazine focuses on our key content pillars, with recipes from renowned chefs and food writers, restaurant reviews and food-focused travel features. Our editorial team is the most knowledgeable and independent in the country and will continue to share its unrivalled expertise on everything, from the latest places to eat and drink, to the food trends readers want to know about.”
Domain
Over 6 million people visit Domain each month for listings, market data, property news and the app is one of the most downloaded in Australia.
In September, Nine launched Your Domain, a one-hour TV program hosted by Shelley Craft and Chris Kohler that features a mix of property news and lifestyle content each Saturday.
The show has helped increase total referral traffic to domain.com.au by 8 per cent and reaches a cumulative audience since launch of more than 2 million Australians. Advertisers can use Your Domain to target consumers specifically, based on where they are in the property cycle, which can then be perfectly extended through to Domain’s various print and digital assets.
CarAdvice and Drive
With an existing audience of 1.7 million across digital, CarAdvice and Drive regularly appear on A Current Affair, Today and Weekend Today, as well as The Sydney Morning Herald and The Age with reviews, advice and news.
CarAdvice also has a dedicated radio show broadcast across Macquarie Media, with the team appearing nationally on Mondays with Steve Price and Thursday nights with John Stanley, and in Victoria on Thursdays with Denis Walter.
Good Weekend and Sunday Life
With more than 1 million readers every Saturday, Good Weekend reaches the widest group of educated Australians in the country with stories on the people, places and issues that matter to them – plus sections on cooking, eating out, travel, style and other things to do on the weekend.
Sunday Life is for the woman who knows who she is and what she wants, with the magazine delivering celebrity profiles and articles along with inspiration to cook, to shop, to decorate and to travel.
Traveller
Traveller inspires, entices and informs people who love to travel through its flagship section in The Sydney Morning Herald and The Age, as well as its online presence, podcasts and Traveller Tours.
Traveller also has a home on Today, partnering with the breakfast program on bespoke travel content.