Fish4, the online classified site, is launching its biggest advertising campaign to date. More than 40 different ads will appear in over 600 regional newspapers, and the campaign, which will run in July and August, is expected to reach more than 38 million people in the UK.
The ad – developed in house – highlights the 250,000 houses and 230,000 used cars that are on sale through the website, and also the 40,000 jobs that are advertised on it. It positions Fish4 as a brand closely associated with important, potentially life-changing decisions.
Fish4 is owned by Newsquest, Northcliffe, Trinity Mirror and the Guardian Media Group, and media buying is being handled by the shareholders internally.
Fish4 marketing director Jonathan Lines says that 4,500 different variations of the ads have been produced, each directing readers to one of Fish4’s 141 local website partners, such as manchesteronline.co.uk and icbirmingham.co.uk.
Lines adds: “Recent NOP research showed that Fish4’s level of recall among internet users is already above the 70 per cent mark, and this campaign will reinforce that position.”
Fish4jobs recently signed a deal with Yahoo! to become the exclusive content provider for Yahoo!’s careers channel. This deal is being supported throughout the summer with exposure on the Yahoo! homepage.