Pedestrian partners with New Zealand Nine subsidiary Mi9 to open up advertising opportunities

Pedestrian Group has announced a partnership with Nine subsidiary Mi9 New Zealand which means New Zealand brands can partner with the group’s titles, including Pedestrian.tv, Business Insider Australia, and Gizmodo Australia. The partnership coincides with a rebrand for Mi9.


The announcement:

Leading youth publisher Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia.

Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker Australia, Kotaku Australia and POPSUGAR Australia.

“Mi9 are the natural partner for us in New Zealand. As part of the Nine family they understand the power of the Pedestrian Group brands and the premium commercial inventory that they create. It’s a pleasure to be working with the Mi9 team,” said Matt Rowley, Pedestrian Group CEO.

The addition of Pedestrian Group alongside Mi9’s other partners such as Microsoft, Dailymotion and ViacomCBS builds upon Mi9 New Zealand’s extensive suite of premium digital properties, which includes more than 2.1 million desktop users across Microsoft News, Outlook.com, MTV, Comedy Central, Nickelodeon, Nick Jr. and Dailymotion.

Pedestrian Group brings a deep understanding of the youth audience across a number of key categories, including news, entertainment, business, gaming, tech and pop-culture.

“Revealing a new brand that epitomises opportunity, it seems fitting to launch an exciting new partnership with Australian youth publisher, and Nine sibling, Pedestrian Group at the same time,” said Rhys Heron, Mi9 Managing Director.

“Pedestrian Group’s titles Business Insider Australia, Pedestrian.tv, Gizmodo Australia, Lifehacker Australia, Kotaku Australia and POPSUGAR Australia exude a bold energy and dynamism that we’re excited to welcome into our portfolio, and their New Zealand audiences will complement and enhance our established local partnerships with Microsoft, Dailymotion and ViacomCBS.” The partnership with Pedestrian Group comes as Mi9 New Zealand reveals a vibrant new brand identity designed to reflect the company’s position as a digitally led, future-focused New Zealand brand.

The new Mi9 brand reflects Mi9’s modern, fresh and energetic approach to media, with a hint of playfulness in line with Mi9’s audiences, clients and partnerships.

The relaunch was strategically managed during the COVID-19 lockdown, testament to the team’s agility. The brand redesign was completed by New Zealand creative agency Stanley St.

“We were tasked with injecting personality into the brand, with putting a more human face to a very data-driven service,” said Bruce Gourley, Head of Brand Experience, Stanley St.

“We had to do this without compromising the professional integrity of the brand and believe that we found a solution by capturing the spirit of the people who work at Mi9. We feel the new identity strikes a wonderful balance between their systemic strength and a playful attitude.”

Mi9’s rebranding includes a complete overhaul and redesign of all brand assets including the company website, logo, graphics and signage. The new identity comes to life with gradient colour and reflects a more fluid and dynamic brand, representative of the Mi9 team and their offerings.

Rhys Heron said: “When Mi9 developed our FY20 strategy, one of our priorities was to build a recognised and respected local digital brand, reflective of our great people and known, understood and admired by our clients and partners. Our objective was reinforced when we surveyed our clients and the number one piece of feedback they gave us was to increase awareness of the Mi9 brand.

“We didn’t need any more encouragement and commenced a review and redevelopment of our brand with local agency Stanley St from February.”

Source: Pedestrian media release


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