Monster Supports Site Launch with Integrated Campaign

Monster Worldwide has brought out a new cross-channel ad campaign that uses the tagline, “New Monster. New You.” to support its recently revamped flagship site. Separately, the company sold its TMP Yellow Pages division to Audax Group.

Monster kicks off the campaign, which takes a theme of self-reinvention, with a “new career package” promo that will give away a BMW 3 Series car, a wardrobe and a Dell laptop. Online ads will drive surfers to sign up for the promotion at newmonster.monster.com.

The campaign includes online, national TV, print, and radio placements. Interactive advertising was handled in-house by the Monster Online Marketing Group. The media plan includes search marketing, Flash banners and some over-page ads. The online reach will cover over 5,000 sites and “millions” of impressions, said Monster Online Marketing Group VP John Federico.

Among these are the Web sites for Infinity Broadcasting’s 180 radio stations and Internet Broadcasting Systems’ (IBS) 58 affiliate news and information sites. Monster and IBS have a strategic marketing agreement.

Updated features to the revamped site include personalization and resume builder enhancements, new networking services and an online customer service center.

Monster also sold its Yellow Pages division to Audax Group. The sale, which included divisions TMP Worldwide Directional Marketing and Monstermoving.com, focuses the company’s operations on growing the Monster franchise and cements Monster.com’s dominance in its strategy.

“This transaction benefits Monster Worldwide by allowing us to focus more squarely on our core competencies and enhance our prospects for future growth,” said Andrew McKelvey, chairman and CEO of Monster Worldwide.