Using a mix of television, print, outdoor, and online advertising, the campaign is designed to expand brand awareness and drive shoppers to the sites.
The off-line strategy builds on an online advertising relationship with Yahoo Inc. as well as marketing partnerships, including 30 recently signed deals with companies including Excite@home, priceline.com, MyPoints.com and ZDNet.
Banner advertisements, sweepstakes, opt-in email and special merchandising offers are all included.
Additionally, NGI said its relationship and prominent placements across several America Online brands will increase its visibility leading up to the holiday season. AOL has made a minority investment in the $70 million online consumer services company.
Anchoring the fourth quarter push is a $14 million off-line brand-specific ad campaign by Lowe & Partners/SMS. Network and national cable TV spots are supported by inserts in mass-circulation weekly magazines, as well as by outdoor billboards, phone kiosks, bus shelters, and wrapped trucks in seven major markets.
“NGI is committed to growing our brand identity in the marketplace through a pervasive online and off-line promotional blitz,” said Kerry O’Neill, president and COO of the company.
“We have expertise in online direct marketing, merchandising, customer service and fulfillment, and we plan to take this experience and build momentum and critical mass by imprinting Netmarket.com and Hagglezone.com in the minds of consumers.”
“The recent explosion of gratuitous dot com advertising has created more confusion than clarity in the minds of consumers. Therefore, our approach was to clearly communicate the essence and benefits of each site,” said David Kessler, executive vice president at Lowe & Partners.
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