Hachette Filipacchi is relaunching Red Online, the digital site for its women’s lifestyle magazine, supported by a £500,000 integrated ad campaign.
The site, which has to date been a token digital touchpoint, will relaunch as a fully interactive women’s destination, updated daily, when it goes live on 6 December.
Spearheaded by Hachette Filipacchi digital and strategy head Anna Jones, it will be the publisher’s second digitally developed women’s magazine brand.
Red Online will position itself as a luxury lifestyle women’s destination, with a strapline ‘The best things in life every day’.
The site, as an extension of the print edition, focuses on being an information resource for the Red reader, offering tips that will save time on daily tasks, as well as advice from Red experts and exclusive offers from advertising partners, according to the publisher.
Red Online editor Lisa Helmanis, who was appointed last month, will oversee editorial content and ecommerce on the site.
The supporting marketing activity, created by digital agency Ralph, will include interactive virals, print and digital ads fronted by Louise Redknapp, and lets users personalise it before sending it to their friends via Twitter, Facebook or email.
Users can tailor the ad to include a friend’s name, as well as their relationship status, so that the viral sends a relevant message.
Sister title ElleUK, which earlier this month introduced three channels – Shop, Style and Fashion – across the site, has seen an 18% rise in the number of unique visitors, according to Jones.
“We’ve had our first booking from Stella McCartney and we’re sold out of inventory on the site until the end of the year,” Jones said.
Hachette Filipacchi relaunched the ElleUK home page last year offering users more information, video content and social media features (nma 19 November 2009). The site moved to an automated system allowing content to be updated in real-time.