Digital publisher Where To Media rebrands to Avid Collective

Digital publisher Where To Media, which guides readers where to spend their time and money across the country, has rebranded, unveiling the new name of Avid Collective.

The branded content group now holds seven media brands under it, focusing on local experiences, travel, home inspiration, shopping, sustainability, wellness and pop culture.

The rebrand arrives following significant growth of the Where To digital brand and rapid growth across several new media brands that have been launched in the last year.

The new media brands include ‘Add To Cart Australia’, ‘For The Home Australia’, ‘Where To Travel’, ‘Thriving Planet AU’, ‘Best Life Australia’ and ‘Culture Feed AU’.

Avid uses its platforms to communicate with digital audiences via a short-form video format called ‘video articles’. The video articles, when sponsored, directly integrate brands into the content format. The group publishes more than 1,500 video articles per month through its network of websites and social pages, reaching more than 6m Australians.

Avid Collective managing director and co-founder, Luke Spano, said the rebrand is the result of several new media title launches throughout 2019, and the recognition that one brand was needed to represent the whole group.

Avid Collective includes brand integration in its video articles

“Our business has quadrupled in size over the past 12 months and the rebrand reflects our diverse suite of digital brands,” Spano said.

“We are focusing on passion points that we know Australian millennials love and we are communicating in a way that is engaging, accessible and unique.

“Brands everywhere are losing the attention war. More than four in ten online Australians are using ad blockers and over half of the population subscribe to a streaming service like Netflix or Spotify, making it harder than ever to reach them. In addition, poor brand integration and a lack of ability to effectively capture audience attention are resulting in less effective advertising than ever before.

“Avid’s short-form video articles, created by journalists to provide an informative and engaging experience, and the use of first-party data to deliver highly personalised experiences, have proven to be up to three times more effective at engaging people than traditional content on mediums like Facebook and Instagram,” he said.

Avid Collective currently works with brands across a variety of industries including retail giant eBay, Pernod Ricard-owned alcohol brand Kahlua and iconic Australian tourist attraction site, BridgeClimb.

Avid Collective will soon announce several new senior additions to its commercial and digital team.


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