Bravo knows where their audience is when they aren’t glued to the tube — they’re reading news and lifestyle content online. In an effort to promote and drive tune-in for Girlfriends’ Guide to Divorce, which premieres Dec. 1, they’ve forged content partnerships with Glamour, Apartment Therapy, Refinery29, Shape, Vulture and SheKnows.
The main character on the show is Abby McCarthy (Lisa Edelstein) who’s an advice columnist for the fictional lifestyle website SheShe. Bravo’s created a SheShe destination on its own site that will leverage advice columns and women’s lifestyle content
The content won’t all be super specific to Girlfriends’ Guide to Divorce but will follow in tone and theme. Fans of the show will feel right at home, Bravo hopes, and newcomers will be enticed to check out the new season. All of the content will be co-branded and custom created in a way that “creates value for the brand while simultaneously providing viewers the benefit of the show through original, engaging material tied to their passion points.”