Yahoo7 has announced that its lifestyle destination, Be, is to rebrand to Yahoo Lifestyle, bringing it closer into line with the media company’s global entertainment and lifestyle offering.
Yahoo Lifestyle will more closely mirror the look and feel of the global Yahoo Lifestyle brand, while retaining its local personality and editorial production.
Yahoo Lifestyle ANZ will go live in early October 2018, led by head of lifestyle Aletha Wilkinson, reporting directly to Simon Wheeler, Yahoo7’s director of content.
Simon Wheeler 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.”