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AOL UK relaunches Parentdish with three-month sponsorship deal from Comfort


By Gillian West, Social media manager

April 11, 2013 | 2 min read

AOL UK has relaunched its dedicated parenting website Parentdish with Comfort as its official advertising partner.

As part of the revamp Parentdish is set to introduce new advertising products to enable fully-integrated brand campaigns across the site, including sponsored blogs and integrated content solutions. The new look site includes enhanced features as well as a greater breadth of editorial content.

“The relaunch of the site comes at a time when there is a strong appetite amongst parents for quality journalism presented in a visually appealing way,” commented Tamsin Kelly, editor of Parentdish.

A homepage redesign has been employed to make the site more user friendly and reflect Parentdish’s range of stories, advice and picture galleries. Social media feeds have also been incorporated into the site as have videos and competitions.

The partnership with Comfort is set to run for three months and includes a homepage takeover, a bespoke Project Devil advertising placement and complete ownership of a new section of the site, Is It Just Me?, which features content on the reality of parenting from guest contributers.

George Whiting, Comfort assistant brand manager, added: “Most parenting websites are targeted at a specific demographic, whether it’s parents of babies or exclusively mums, Parentdish presented us with a unique opportunity to engage universally with people who look after children and their extensive creative offering has enabled us to showcase a range of messages in a highly interactive way.”

Creative content agency Gravity Road worked with AOL UK on the brand campaign to drive the relaunch of Parentdish

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