iVillage.ca, the web destination launched by NBC Universal and Rogers Media, has gone live.
Announced in February, the site aimed at women 21 to 45 launched Monday featuring original editorial content on topics spanning health, family, work, fashion, celebrities and relationships. Articles from fellow Rogers Media properties, including CityLine, Chatelaine and SweetSpot.ca also appear on the site, as well as content from the parent U.S. site, iVillage.com.
Procter & Gamble sponsored the site’s launch with takeovers on the landing page and specialty sections such as the “iVillage Passion Project.” The project is an example of a deep integration opportunity on the site, said Christina Litz, senior director of digital products for Rogers Media. It includes an interactive game in which users can watch one of more than 50 original videos that feature women talking about issues they’re passionate about.
Once watching a video, users will find out if they’ve won one of more than 250 prizes. “We’re calling it our ‘Roll up the Rim to Win With Heart’ because it’s that instant gratification where you can come back and watch a new video every day and find out if you’ve won one of the prizes,” said Litz.
Another advertising option on the site exists with the iVillage Passion Project Wall, an area where women can post comments on the things in life they’re passionate about. “We’ll have opportunities for our sponsors to bring an advertorial message within the wall to Canadian women,” said Litz.
There are several custom campaign integration opportunities for advertisers as well. These include homepage takeovers, custom advertorials, themed message board sponsorships, display and video advertising and e-blast options.
The sales force at Rogers Digital Media, led by Diana Flumian, vice-president of sales and marketing of Rogers Digital Media, is overseeing sales for iVillage.ca. Litz said the full team is dealing with agencies, and there’s also a dedicated sales specialist who will work with advertising clients on integrated campaigns such as P&G’s launch campaign.
Litz is currently acting as GM for iVillage.ca as the team looks for someone permanent to fill the role. “The GM role is part publisher, part managing editor all in one,” she said. “They will be responsible for how the brand is reflected on the site.”
Adina Goldman, iVillage.ca senior editor, is currently leading the editorial team. Leigh Felesky had been hired as GM for the launch, having overseen the successful relaunch of Chatelaine.com, but is no longer with the company.
Rogers Media also owns Marketing magazine.
