Onefinestay pushes conversion of content and ecommerce with The Edition

Private home rental specialist Onefinestay has launched an online magazine to promote the firm’s portfolio of accommodation in city destinations.

The Edition joins quarterly print publication Guestbook and the introduction of locally sourced destination guides as initiatives designed to inspire potential customers.

It will be published once a fortnight and feature articles on homes in the Onefinestay portfolio as well as pieces uncovering “divine uncharted urban paths”.

In 2012 Onefinestay recruited a head of editorial – Alex Bagner from Wallpaper – and The Edition is the latest manifestation of editorial content being key to its marketing strategy.

Guestbook was launched in February last year as Onefinestay sought to emulate brands such as Mr Porter which was merging ecommerce with publishing.

Bagner said: “With The Edition, I wanted to create a platform from which readers can delve into the stories surrounding Onefinestay’s unique proposition. It’s a celebration of cities, by those who live in them and those who visit them.”

The launch issue of The Edition features a host family in their Marylebone home with images shot by Leigh Johnson; a ‘How to Walk in LA’ guide and a focus on romantic opportunities in London for the spontaneous.

Greg Marsh, chief executive and co-founder of Onefinestay, said: “Content and ecommerce are converging.

“Onefinestay has been curating homes since 2010, so it’s only natural that we should also start collecting and sharing stories about those homes and the people who shape them.

“What could be more natural than reading an article about a beautiful home and then reaching through the screen to stay in the place and live the experience yourself?”

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