The partnership with Haymarket’s consumer electronics brands, Stuff and What HI-FI? Sound & Vision, which previously focused on LG’s Home Entertainment range, has been expanded to include LG’s mobile communications line-up.
The innovative cross-platform partnership runs across web, print and iPad editions and features written and video content from the experts at Stuff.tv and Whathifi.com. The content will focus on LG’s 2014 Home Entertainment and Mobile ranges, with commentary on TV, film, sport, music and travel. The site will also be supported by native advertising running across Stuff.tv and Whathifi.com. Independent research shows that last year readers of ‘How To Live It’ were three times more likely to buy an LG product, says Haymarket.
Stuff and What Hi-Fi? brand development director, Mike Walsh, says: "The renewal of the partnership with LG is very exciting for Haymarket. Not only does it offer an additional editorial content channel for our readers but it demonstrates the value of content-driven partnerships for LG – and the tech-sector as a whole.
"With a new, responsive site, and increased category range, we hope howtoliveit.co.uk will become a tech-consumer destination in its own right, as well as complementing our brands current output."
Dawn Stockell, Head of Brand Marketing at LG Electronics UK, comments: "2014 will see us bring a host of cutting edge technologies that truly enhance consumers’ lives to both the mobile and home entertainment categories. We've got a great story to tell and our Haymarket partnership provides a fresh and creative way to talk to our audience. That is why we've not only renewed but also expanded the partnership.”
Haymarket’s Creative Solutions team will produce the 10-month partnership, drawing on its in-house editorial, design, video and project management resource.
