BBC introduces luxury supersection; to develop more curatable sections
BBC.com has announced the launch of BBC Designed, the first luxury ‘supersection’ on the website. As alluded to during BBC.com’s inaugural NewFronts earlier this year, BBC Designed has been created as a response to growing audience and commercial interest around premium content within the luxury sector.
BBC Designed features the best of global, game-changing design, focusing on the most pioneering and cutting-edge innovations, as well as exploring the historical and cultural impact that design has on our lives. The new supersection will focus on four areas of editorial: Dress (fashion and style), Dwell (architecture), Drive (transportation), and Device (technology). The US launch is sponsored by Genesis, a global luxury automotive brand.
BBC.com also announced that it has developed a new digital product which allows it to create bespoke sponsorable supersections, offering themed editorial packages with their own unique look and feel. The new product ensures that brands can:
- Take advantage of the latest user experience and viewability techniques
- Sponsor top quality, brand-safe content
Simon Frantz, Managing Editor, Features, BBC.com North America, explained, “Our audience is always looking for trusted, intelligent, and innovative content, and we are confident that BBC Designed will reveal how much cutting-edge design is shaping our lives. At launch, we will take people on a global tour of design, going from Milan to Tokyo, showing the remarkable story of humankind’s race to create the ideal city, as well as showing the designs that literally save lives.”
Alistair McEwan, SVP - Commercial Development, Asia and ANZ, BBC Advertising, added here, “BBC Designed further builds on the great success of the feature sites which have proven to be high demand environments for our advertisers, providing deeply engaging premium editorial content for clients to showcase their brands in a safe and trusted environment. I’m also delighted that the launch of the new digital supersection product allows us to develop curatable editorial sections to meet the needs of our brand partners around our trusted editorial content.”
Focussing on visual storytelling, BBC Designed features contributions from creators, design experts, and BBC talent, while publishing shareable and mobile-first content on a daily basis.
The carefully curated, mixed-media content of BBC Designed includes originally commissioned written features, stunning image slideshows, video, and animated infographics. Content will be promoted across BBC.com and on BBC Designed-branded social media channels, where BBC Designed visitors will be able to continue their journey and contribute their thoughts and experiences on the subjects via Twitter, Instagram, and Facebook.
BBC Designed will draw on the diverse content and broad reach of the four BBC.com features sites: BBC Culture, BBC Future, BBC Capital, and BBC Travel, which complement BBC.com’s world-class news content. The features sites, alongside the BBC’s more than 30 in-language sites, reach 150 million unique browsers each month.