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Mercedes-Benz launches online lifestyle magazine

by Herman Manson (@marklives) Mercedes-Benz South Africa has launched a new online lifestyle content portal called mblife . It has appointed its existing content marketing agency, New Media, to manage the new digital initiative.

Adelle Horler, content director at New Media, says the new site is a departure from the norm for a South African motoring brand, and aims to reflect the lifestyle interests of current and future Merc fans rather than have a focus on motoring. New Media also produces a print title for Mercedes-Benz and a digimag.

The new website takes the digizine further along its evolution towards a daily updated online lifestyle magazine. It is part of a strategy to engage with a younger, edgy audience and take the brand beyond those already driving a Mercedes.