XIT STRATEGIES SHOWS WHERE MAMMA WILL GO
By Adnews Staff
Toronto-based XIT Strategies has recently launched a new 30-second television spot for Montreal-based meta-search engine Mamma.com. The spot is part of Mamma.com's first U.S.-based marketing campaign which includes television and outdoor advertising. XIT Strategies won the Mamma.com account November 1, 1999. Within a month, three billboards had been launched in New York city promoting the "Mother of all Search Engines." The new 30-second spot hit the airwaves mid-January and is running on CNN, national cable and local New York Stations. The tagline for the marketing campaign is "There's nowhere mamma won't go to find it." Mamma.com's current marketing campaign is scheduled to run until March 31. Plans are also being considered to launch the 30-second spot on Canadian airwaves but nothing has been confirmed at this time. Bev Buckron, senior account director at XIT told Adnews based on the nature of the site, Mamma.com is targeting savvy Web users with online experience. He said the campaign first launched in the U.S. because the number of online users is larger than it is in Canada. XIT's creative concept centres on the creation of a persona for Mamma.com. The character of Mamma is a tough, driven, off-beat old woman who is on a mission to get what she is looking for and won't let anything stop her.