SAVINGUMONEY.COM BREAKS WWW BRANDING CAMPAIGN
By Adnews Staff
Building on an existing $5 million off-line advertising campaign, Internet media and marketing company SUMmedia.com Inc. of Vancouver has launched a $1 million online advertising campaign promoting its eCoupon portal <http://www.savingumoney.com>. The online ad effort launched February 1 and is running on local content and entertainment sites, search engines and national networks. Over a six-week period, the company's goal is to generate 3.4 million impressions in the British Columbia, Ontario and Alberta markets. The campaign depicts everyday life situations with a twist. In one banner ad, viewers see a snow-covered road. The copy reads "...car stuck in snow bank?" followed by a window reading "2 for 1 snow shoe rentals." The online campaign supports the company's off-line advertising plans for 2000 which include newspaper, radio, television and outdoor advertising. Additional plans include the launch of Hong Kong and Seattle advertising campaigns this month, followed by an Australian campaign in early April. Advertising for SUMmedia.com is done by its agency-of-record, Palmer Jarvis DDB of Vancouver. The company is also working with Palmer Jarvis DDB Digital on advertising strategy and creative development. PR for SUMmedia.com is handled by Toronto-based BenchMark Porter Novelli.