MyFamily.com Inc., an online resource for connecting and strengthening families, launched an integrated campaign in print, television, radio and online that it said will be seen by many as a departure from the typical dot-com advertising.
The estimated $10 million campaign uses everyday life experiences to tell families that using MyFamily.com will bring them closer together even though they may be miles apart.
“MyFamily.com is a place for family members to connect with one another in a private environment despite geographic separation and time constraints,” said Jill Braff, vice president of marketing for MyFamily.com.
“Our advertising campaign shows that while families may be apart physically, technology and the Internet can actually be a warm, human environment when used to connect and strengthen families.”
MyFamily.com hired Deutsch LA to help plan and implement the campaign.
“The MyFamily.com campaign is very different from the typical shock-value dot-com advertising currently running,” said Karen Costello, associate creative director at Deutsch.
“Our campaign is about knowing yourself and realizing that technology can actually bring you closer to loved ones.”
Underscoring the campaign’s emphasis on capturing a sense of identity will be the tagline on the print messages: “MyFamily.com, the story of your life.”
The consumer campaign launched in newspapers including the New York Times, the Los Angeles Times, the San Francisco Chronicle, the Chicago Tribune, the Salt Lake Tribune, and the Atlanta Journal Constitution.
MyFamily.com allows family members to communicate and share experiences with each other through free, private Web sites where families can hold live voice and text chats, create photo albums, maintain a calendar of family events and purchase gifts for loved ones.
MyFamily.com Inc. MyFamily.com, Ancestry.com, and FamilyHistory.com, which can function independently, but also work together.
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