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ADVERTISING CAMPAIGNS in major brand overhaul

Playboy UK has relaunched of its website,, re-affirming its position as the nation’s leading online men's lifestyle and entertainment destination. will deliver lifestyle-inspired editorial and video content that will be advertiser-funded, including almost a dozen new entertainment channels such as “Movies,” “Music,” “Games,” “TV” and “Sport.” There is also a new “Life & Style” section that includes editorial and video content on “Grooming,” “Fashion,” “Food,” “Gadgets” and “Opinions,” all reflecting the sexy, stylish and sophisticated Playboy lifestyle. Additionally, the UK web site will offer a branded social-network element, providing visitors an opportunity to interact with the world-renowned Playboy brand.

Richard Gale, Director of Marketing, Playboy UK said, “The Playboy UK service offers a private, targeted network where people can be themselves. The Playboy brand represents fun, sexiness and aspiration to men and women all over the world. With our relaunch of, we’re celebrating the heritage of our iconic brand with high-quality editorial content in a dynamic, interactive format that will entertain and inform.”

Shifting to an advertiser-funded model reflects the overall strategy for Playboy UK, which recently launched an advertiser-funded lifestyle channel on the SKY platform and an editorial advertiser-funded mobile site slated to launch later this month. Gale stated, “Our UK consumers wanted access to our content, and advertisers wanted to be aligned with our brand. Now we can provide a product that achieves both of these objectives.”

"Our strategy is clear,” Gale said. “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.’ We'll be delivering on that strategy on multiple platforms by the end of the year."

The relaunch of fosters the development of Playboy’s international online business, while the flagship site in the U.S. is slated for relaunch in spring 2009.


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