24/7 Media Inc. announced that over the past three months it has booked $6.4 million in sponsorship packages.
The packages, which were sold to several advertisers on behalf of 24/7 Network affiliate sites AT&T WorldNet Service, EarthLink, Encompass, and MapQuest.com will be implemented over the next 12 months.
The packages feature category-exclusive and preferred partner positioning and employ a variety of online marketing tactics including co-branded banners, buttons, daughter windows, text links, email, content syndication, and store fronts. Some also include offline promotion tactics.
Travelscape and ISP EarthLink, for example, collaborated to develop a campaign that integrates both online and offline tactics. As an EarthLink platinum- level “Premier Partner,” Travelscape has secured an exclusive sponsorship of the travel service category on EarthLink’s Personal Start Page. Members who visit the travel channel will have instant access to Travelscape’s full service online travel reservation system plus its custom travel packages.
Travelscape is also using offline vehicles such as a print advertorial and ad in EarthLink’s subscriber magazine, bLink, as well as inclusion in EarthLink’s start-up CD-ROM tutorial.
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