News Corp has relaunched its food and lifestyle brand Delicious, as well as unveiled a new travel content offering, Delicious Travel.
At an event held in Sydney, News Corp Australia’s director of lifestyle Fiona Nilsson and Delicious editor-in-chief Kerrie McCallum revealed plans to bolster the site's consumer and advertiser engagement.
As part of the relaunch, Delicious has been completely refreshed with key functionality updates to better service the needs of the site’s growing audience and improve both the customer experience and the available advertiser product suite.
Features include a new design with improved search, navigation and filtering to enhance overall user experience; new commercial opportunities across branded content and News Native Networks; and restaurant booking functionality in partnership with Dimmi.
"When we launched Delicious three years ago we set a clear goal, to lead the premium food and lifestyle category," Nilsson said.
"The site has doubled its audience year-on-year and we’re very proud to have reached and firmly established our leading position. The refresh of the website and the introduction of a range of enhancements are reflective of the continued growth and expansion of the Delicious eco-system in its entirety.”
In line with the website refresh Studio Delicious, the brand’s editorially driven lifestyle video content, will launch a range of new programming, while the Delicious Eat Out vertical, a guide to eating out, has partnered with restaurant reservations site Dimmi to bring restaurant booking functionality to Delicious.
The launch event was also used to introduce Travel's new editor-at-large, celebrity chef and MasterChef judge, George Calombaris.
Helloworld Travel has signed on as the platinum launch partner of Travel, with the new destination set to feature a new monthly column by Calombaris that will round up the best spots to visit in his 'destination of the moment'.
The site will also feature a group of food-travel contributors including Andrew McConnell, Christine Manfield, Colin Fassnidge, Hayden Quinn, Madeleine West, Matt Preston and Rick Stein.
"We are excited to have the opportunity to be involved in the integration of travel within the lifestyle environment of food and cuisine, as we know these areas are strongly linked," Helloworld Travel head of marketing Dominique Dalton said.
"Food is becoming an important factor and motivator for travel choice and we are happy to be involved with Delicious as a premium media outlet to showcase the most amazing and ground-breaking culinary trends around the world.”
Screenshots from Delicious Travel
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