CNN/SI Interactive, Sports Illustrated Select USWeb as AOR

CNN/SI Interactive and the consumer marketing division of Sports Illustrated have selected USWeb Corp. as agency of record to provide strategy consulting and online marketing services.

The plan calls for development of multimedia advertising and direct marketing campaigns. The goal is to help increase awareness of CNNSI.com and to utilize the site for generating subscriptions for Sports Illustrated magazine. Billings were not disclosed.

“We are impressed with USWeb’s ability to drive traffic and increase e-commerce revenue,” said Hart Hooton, general manager, CNN/SI Interactive. “The decision to partner with USWeb reflects our continuing commitment to establish CNNSI.com as the premier online sports Web site and highlights the importance we place on using the Internet to increase circulation of SI.”

CNNSI.com provides free coverage of national and international sports, with depth and perspective from Sports Illustrated, CNN/SI and Turner Sports analysts. The site offers content from SI, live video streaming, fantasy sports, a community area, polls and online shopping.

“CNN/SI Interactive recognizes the Internet is a rapidly evolving medium, which represents the convergence of the broadcast and print mediums,” said Keith Schaefer, managing partner of USWeb’s Audience Development Practice. “By creating greater awareness and recognition for CNNSI.com, USWeb’s creative strategies will help strengthen the leadership position of CNN/SI Interactive.”

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