HuffPo switches strategy to push editorial content

AOL is adopting a new strategy to promote the UK version of its news and current affairs site, The Huffington Post, in a bid to increase its audience.

Huffington Post: last year's blog-led campaign
Huffington Post: last year's blog-led campaign

Noel Penzer, managing director UK and vice president, international, The Huffington Post Media Group, told Marketing the objectives of the push include presenting the site to a wider audience, beyond the "digital-savvy".

It aims to promote original editorial content through the campaign. This marks a shift from the site’s UK launch campaign, which focused on enlisting bloggers.

AOL is set to appoint agency Gravity Road to handle advertising and content strategy for The Huffington Post.

The campaign, due to break later this year and will mainly run on digital channels. It will be based on the site's 'Conversations Start Here' positioning.

HuffingtonPost.co.uk attracted about 2.04 million unique visitors in April, according to comScore.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More