Match.com launches £3m above-the-line campaign

Online dating company Match.com is spending £3m on a marketing campaign targeting the UK’s growing single population.

Online dating company Match.com is spending &£3m on a marketing campaign targeting the UK’s growing single population. The campaign breaks as the company continues its search for a vice-president of international marketing, to be based in its London office (MW May12).

Creative work for the campaign has been developed by Hanft Raboy & Partners in New York, with Monkey Communications handling UK media planning and M2M UK media buying.

The campaign will include television and radio advertising as well as press and PR. It launches next week and will run until the end of October.

According to measurement company ComScore Media Metrix, Match.com is the leading online dating company in Europe. In January, Match.com sites drew nearly 5.7 million unique visitors. MSN Dating & Personals, which is powered by Match.com, was second. Taking into account partnerships with European portal operators such as MSN, Tiscali, and Wanadoo, Match.com’s total reach was put at more than 9.4 million visitors. ComScore says more than 35 million people in Europe visited an online dating site in January.

The vice-president of international marketing position is a new one, reporting to international chief operating officer Joe Cohen. It involves responsibility for global brand development in non-US markets.

Match.com operates dating sites in 32 countries and 18 languages, with more than 1 million paying subscribers and turnover of nearly $200m (&£106m) in 2004.

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