[Sydney, AUSTRALIA] Outdoor adventure site Bluemanna.com.au has signed a network agreement
with i7, as part of the startup’s quest to increase exposure and audience
numbers.
Under the partnership, Bluemanna will be promoted on the i7 navigation
bar and on the Seven television network, with the companies predicting
Bluemanna content to appear on i7 around mid November.
Seven developed i7 to harness online and broadband potential for its
content, and Bluemanna is seeking to board this train to audiences. “Current
traffic to the site is comparable to the readership for any of the leading
specialist offline magazines,” said Bluemanna marketing director Dick
Baynham. “Our objective in partnering with i7 is to magnify the size of that
audience by 500 percent over the next 12 months.”
For i7, Bluemanna goes toward meeting the site’s objective to provide
specialized content, with i7 chief executive officer Steve Wise suggesting
the combination of Seven’s travel programs and Bluemanna complementary
content provides fodder for a broadband channel strategy.
“Importantly, Bluemanna allows us to build our travel presence on i7,
based on Seven’s The Great Outdoors program and its Web site,” said Wise.
“It allows us to build long term relationships with our audience and create
integrated broadcast television and online marketing solutions for major
advertisers.”
Giraffe Online, which owns Bluemanna, first approached i7 back in May,
following the launch of the adventure site. “We always knew that the major
media companies were going to be the gatekeepers to the new economy and we
wanted to position ourselves with the right company,” said Baynham of the
interest in a partnership.
