The Voice of Online Marketing | MEDIA KIT | NEWS TIPS
The latest practical news and developments at the intersection of search, email,
social media, mobile marketing, web analytics, online advertising, ecommerce and more.
Marketing News on Twitter Interactive marketing RSS newsfeed
Advertisement
Advertisement
MARKETING JOBS

Match.com Repositions from 'Relationships' to 'Image'


Dr. Phil is out

In an effort to stay competive in the slowing world of online dating, IAC/InterActiveCorp's Match.com has adopted the tagline "It's okay to look good" in a multi-media push by indy agency Hanft Unlimited in New York.

According to AdWeek, the $60 million effort puts Match's Portrait Toolkit to the forefront, which allows users to seek advice from America's Next Top Model's Jay Manuel about their image in pursuit of making photographs more appealing - in stark contrast to Match's recent efforts featuring TV self-help guru Dr. Phil McGraw.

The TV, radio and print effort will feature 26 real site members to represent the online community's diversity and variety. The members will blog about their experiences as part of the push.

The repositioning will move it further from rival eHarmony.com, the $90 million ad budget of which focuses on relationship success stories and tests.

Search

Related Topics

Advertisement
Related stories:
  • Features Galore for Ask.com in 2007
  • IAC Launches 'Ask City' Local Search
  • IAC Sees Future in Online News
  • IAC to Tie Together Local Info Services
  • Ask.com Moving Up in Search Engine World
  • IAC Has Strong Q3, Thanks in Part to Ask.com
  • IAC Betas Shopping Search Engine
  • Ask.com to Revamp Paid Search Platform
  • IAC Buys Majority Stake in CollegeHumor.com
  • IAC Slips, Ask.com Gains, Investors Happy
  • Subscribe to MarketingVOX|News

    Latest interactive marketing news Latest media planning news & facts Latest marketing data & research