Right Angle Studio launches ‘The Thousands’ & signs Nikon as exclusive launch partner
Yesterday, Right Angle Studio launches a digital platform called ‘The Thousands’, which merges their five popular sub-cultural city guides into one highly influential publication with direct access to Australia’s most valuable, trend-leading audience.
The comprehensive restructure brings together ThreeThousand.com.au (Melbourne); TwoThousand.com.au (Sydney); FourThousand.com.au (Brisbane); FiveThousand.com.au (Adelaide) and SixThousand.com.au (Perth), which reach over 160,000 ‘inner urban’ opinion leaders every month, with over 750,000 monthly impressions – up from 450,000 in early 2010.
‘The Thousands’ is supported by Nikon, which has signed on as an exclusive launch partner for a limited time period. This is the first time Nikon has advertised within the network which has a devoted following of readers in Melbourne, Sydney, Brisbane, Perth and Adelaide.
“Having a respected brand like Nikon supporting the development of The Thousands platform is testament to the value of our audience. By sponsoring the articles, calendars, directories and galleries that appear on The Thousands, advertisers enhance readers’ lives as opposed to simply interrupting them with advertising,” says Francesco Nazzari, Managing Director of Right Angle
Studio.
“The Thousands is not just entertainment – it is a catalyst to people leaving their computers and living actively out in the real world, which is a compelling proposition for brands. There is an obvious synergy between The Thousands and Nikon’s brand philosophy, which encourages people to capture moments in life worth sharing, just as The Thousands gives people the insider knowledge they need to discover experiences worth sharing.”
The new Thousands platform has been comprehensively rebuilt and includes:
· STAY: designed for travellers, this section curates the best hotels, shops and restaurants in each city
· THIS JUST IN: Reuters style breaking news from the Editors’ inboxes
· CULTURAL CALENDAR: an intuitive calendar guide to the best events in each city
· DIRECTORY: a searchable database of venues, products, bars and events
· COOLFOOL: a weekly list of trends and unfortunate fads
· MAKE: a DIY-section inspired by people’s desire to be thrifty and creative
The launch of The Thousands platform follows the recent launch of The Thousands City Guides iPhone app, which has now been downloaded by 65,000 people and was rated as the # 1 Australian Lifestyle app on the iTunes store. Users can ‘check in’ via Foursquare, access a ‘Snapshot City Guide’ on the move, and use razor sharp geo-locating tools to discover nearby attractions. The app recently made Sydney Morning Herald’s list of ‘Best 100 Apps’ (18th June 2011).
The quintessential reader of The Thousands actively seeks out information about new products, brands and events, and pass on their recommendations to friends. They take pride in being the first to know, are highly informed, critically minded and they are high discretionary spenders.
“We have created The Thousands platform to give people a new way to experience the city. It is first and foremost a website with the goal of making the city a more interesting place to be in. But it is also a unique environment for advertiser integration,” says Rachel Elliot-Jones, Group Publisher of The Thousands.