The campaign celebrates the bond between pets and their people and positions Petopia.com as a “pet-utopia,” a place where everything good for pets happens. Spending was not disclosed.
“We are branding our site to appeal to highly involved pet owners,” said Roland Jacobs, vice president of marketing at Petopia.com. “Creating a `pet paradise’ in our advertising ties to the user experience on our Web site and differentiates us from other pet sites.”
Petopia.com is using television, radio, outdoor billboards and a comprehensive online campaign that includes deals with AOL, Yahoo and several other portals.
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