Citron Haligman Bedecarré is expected to create national broadcast, print and radio ads aimed at raising awareness and driving traffic to ThirdAge.com. A site redesign is also in the works. The level of expected spending wasn’t disclosed.
While the ThirdAge.com site, which targets 40- to 50-year-olds, had a head start on rival MyPrimeTime.com, the newer site was first to begin a major national marketing effort. MyPrimeTime.com kicked off a $10 million advertising campaign toward the end of January. Age Wave IMPACT, which specializes in marketing to older Americans, is handling the account.
ThirdAge.com has an ace up its sleeve, though — its relationship with CBS. Back in June of 1999, ThirdAge Media traded a 30 percent equity stake for $54 million in advertising and promotion on CBS properties over seven years.
ThirdAge.com can also call upon ThirdAge Media’s own research resources. The company has conducted proprietary and co-branded research on its target audience for Yahoo, Merrill Lynch, and Procter & Gamble. MyPrimeTime.com is working with its agency to put together similar studies.
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