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.