Playboy UK relaunches website as lifestyle brand

Playboy UK has relaunched its website as a lifestyle brand as it bids to kick off an online ad-funded business model.

The new site, which has been planned since September (nma 4 September 2008) features a range of entertainment content divided into sections including movies, music, games TV and sport.

Playboy UK also features a social network and online video player, Playboy TV.

The service is to be followed with the launch of a mobile site by the end of the month.

The shift to an online ad-funded model forms part of an overall strategy for the brand which began with Playboy One an ad-funded channel on Sky TV.

Richard Gale, director of marketing for Playboy UK, said the new site showcased the history of the brand.

“Playboy UK is focused on advertising-funded lifestyle content that is developed from our editorial heritage and showcases our expertise on the aspirational ‘good life’,” said Gale.

In October Playboy appointed ad sales house Woot!media in preparation for the new site.

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