Community site operation theglobe.com launched a $27 million advertising campaign designed to promote its brand and key services, including its online clubs.
The commercials will air on network and cable television in New York through the week of Dec. 20 on shows like Dawson’s Creek, 20/20 and Ally McBeal. Empowerment through a network of email clubs is the theme addressed in the two spots.
The “Build a World Around You” campaign will continue through the year 2000 with an initial roll out in the New York, Washington, D.C. and Atlanta markets.
Created with boutique agency BLACK Ink, the campaign is designed to draw attention to theglobe.com’s new “globeclubs,” which allow users to create clubs around their favorite topics or issues.
“People like to know they are not alone. The notion of being able to reach out to others easily, proved to be a very compelling concept in our focus groups,” said Kerri Fox, director of marketing at theglobe.com.
BLACK Ink. is a strategic planning and integrated marketing company founded in 1997. Clients have included Chase Manhattan and American Express.
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