News Corp Australia’s premium food and lifestyle media brand delicious. has unveiled a new delicious.com.au and launched the brand’s travel content destination delicious. Travel.
News Corp Australia’s director of lifestyle Fiona Nilsson said: “Food is at the centre of consumers’ lives and influences decision making across many categories. For the discerning delicious. audience it really is all about discovery, which makes it more important than ever that we deliver the quality and breadth of content and product offering this audience craves.
“delicious. has been at the forefront of all that is cutting edge in Australian food for over a decade and when we launched delicious.com.au three years ago we set a clear goal, to lead the premium food and lifestyle category. 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.”
delicious.com.au 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. New features include a clean and contemporary design to hero lifestyle content alongside recipes; 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.
The launch of delicious. Travel strengthens the brand’s lifestyle offering to deliver a market-leading travel content destination through the lens of food, across all of the delicious. brand touchpoints from digital, video, social and print.
Chef and intrepid traveller George Calombaris has been appointed delicious. Travel editor-at-large with a new monthly column that will round up the best spots to visit in his destination of the moment. delicious. Travel will also be powered by a strong group of food-travel expert contributors including Andrew McConnell, Christine Manfield, Colin Fassnidge, Hayden Quinn, Madeleine West, Matt Preston and Rick Stein.
Helloworld Travel has signed on as the platinum launch partner of delicious. Travel.
Kerrie McCallum, editor of delicious. said: “Food influences where we go, how we get there, what we spend and how much fun we have. The delicious. audience has long been adventurous and affluent, seeking out new experiences, tastes, people and cultural experiences. With our new travel offering, we are perfectly positioned as a platform to cater to the travel boom in a credible and broad-reaching way.
“We’re so pleased to have the travel professionals, Helloworld Travel, on board as our launch partner giving our readers even more opportunities to discover the most delicious destinations and experiences.”
Helloworld Travel head of marketing Dominique Dalton said: “Helloworld Travel is delighted to be partnering with delicious. 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. 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.”
Features of the new delicious. Travel content include:
- The most delicious destinations from Australia and the world from experts in the know
- Travel experts’ one-of-a-kind lists and secret foodie city guides
- The newest, the latest and the best in everything from airline services to hotels, epic adventures, scenic road trips, short escapes and luxury cruises
- Deals and inspiration from where you’d rather be across all @deliciousaus social
As part of the new site enhancements, the delicious. Eat Out vertical, Australia’s most comprehensive guide to eating out, has partnered with leading restaurant reservations site Dimmi to bring restaurant booking functionality to delicious.com.au. Now live, all Dimmi partner restaurants can be easily booked any time and any day directly from reviews and listings within delicious. Eat Out.
In line with the website refresh Studio delicious., the brand’s editorially driven lifestyle video content, will launch a range of new programming including delicious.Hot Spots – quick snapshots of new or must-visit food destinations; What is this? – entertaining animated graphic videos explaining differences between ingredients;delicious. Test Drives – the delicious. team will test drive exciting new products; Meet your Maker – exploring how an artisan, a distiller, a baker, etc, creates a unique or interesting artisanal product; and Master Class – how-to content from engaging experts.
delicious. reaches more than 2 million* people per month. delicious.com.au has a unique audience of 833,000**.
*emma conducted by Ipsos Connect, 12 months ending August 2018, Nielsen DRM August 2018, People 14+
**Nielsen Digital Content Ratings, Monthly Tagged, August 2018, Text, People 2+, Census