Pedestrian Pets launches, locks in petinsurance.com.au as commercial partner

Pedestrian.TV has officially launched its new sub-site, Pedestrian Pets, confirming petinsurance.com.au as its launch partner.

It comes nine months after Pedestrian.TV co-founder Chris Wirasinha said the company would dive into five new areas in the new year.

Launching today, the content will be related to the Pedestrian’s audiences’ pets, and is driven by growing rates of pet ownership amongst Australian Millennials.

As part of the launch, Pedestrian Pets is looking for Australia’s best-looking pets, with the winner to be crowned the official face of the new sub brand.

Greg Kitay, head of finance and strategy at Petinsurance.com.au said of the launch: “Pets are becoming an increasingly important part of our lives and with the underrepresentation of pet insurance amongst cats and dogs in Australia, we are excited to partner with Pedestrian.tv to be able to promote better health and protection for our furry friends.”

Vanessa Lawrence, head of editorial at Pedestrian.TV pointed out the highest traffic stories on Pedestrian are related to animals, arguing the launch was in “perfect alignment” with readers’ interests.

“While there will definitely be an ample amount of fun news stories around Very Good Boys, the vertical will also be populated with well- researched and genuinely informative content about pet ownership in our easily-digestible tone,” said Lawrence.

Late last month, the Australian youth-focused publisher said it would launch a new teen-focused sub-brand – Pez – and three new sub-sites before summer.

Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019.

topics Chris Wirasinha Greg Kitay Pedestrian Pets petinsurance.com.au Vanessa Lawrence

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Comments: 3

wendy barnyard 5 Sep 17

Is this real life?

“When you’re setting out to buy a pet, or you’ve been #blessed with a surprised kitty or puppy from your loved one/parent/some rich AF relative…”

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Thoughts 5 Sep 17

Branded content taken to the next level. 3rd story down (after the header banner and 2 skyscrapers) “Pet Insurance 101: Why Having It Will Save You & Your Pet’s Ass…”

5th story: “Don’t Buy A Pet Until You’ve Considered Every Single One Of These Costs”

Banners, banners and more banners.

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PetCare 18 Sep 17

all i can see throwing 4 pet insurance ads on my face lol

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