CondeNet to Spend $20M-plus on Branding

CondeNet said it plans to spend more than $20 million in the second half of this year in separate on- and off-line advertising campaigns designed to bolster branding for each of its core Web sites.

CondeNet operates Epicurious.com, PHYS.com, Swoon.com and Concierge.com, which launches next Monday. It is the largest such expenditure since the company was founded in 1995.

Agencies involved include Margeotes, Fertitta and Partners; Robaire and Hogshead; CIA/VSM; Kratz and Jensen; and Spring O’Brien, the latter two for specialized public relations.

Margeotes, Fertitta and Partners, has been appointed as the agency of record handling all consumer brand advertising for Epicurious.Com with a $10.4 million budget. The campaign will launch in early fall and will include TV, print, radio and possibly outdoor and other nontraditional media. Online advertising will include content sites and major portals.

Robaire and Hogshead is responsible for the PHYS.com and Concierge.com campaigns budgeted at $8.6 million. CIA/VSM has been chosen as the media planning and buying partner.

The PHYS effort ($3.5 million) is expected to launch in September/ October in Vogue, Allure, Glamour, Vanity Fair, Self and Mademoiselle and will run through December. Cable TV including 15- and 30-second spots will run on the following networks: Lifetime, USA, VH1, E!, Health and Style. TV advertising broke the week of July 26. Online advertising will include content sites and major portals.

The Concierge.com campaign budgeted at $5.1 million will launch in November with insertions in Architectural Digest, House and Garden, Vanity Fair, The New Yorker, Gourmet, Bon Appetit and The CondC) Nast Traveler. Top market radio will break early in September. Online advertising will include content sites and major portals. Spring O’Brien is handling consumer public relations for the site.

The $1.25 million campaign for Swoon.com is being handled in house. CondeNet is an affiliate of Advance Internet Inc., which is a subsidiary of Advance Publications.

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