FIFTY-PLUS.NET TARGETS BABY BOOMERS IN FIRST MAJOR PRINT CAMPAIGN
By Adnews Staff
Toronto-based Fifty-Plus.Net International Inc., owner of the <http://www.50plus.com> Web site, has launched its first major print campaign for its Web portal designed for people over the age of 50. The print effort is targeting "baby boomers" with ads in the National Post and other major market daily newspapers. A series of four different executions, ranging from humorous to serious, began running last week. The ads touch upon concerns such as financial planning and becoming the primary caregiver of a parent. The campaign is designed to increase awareness of the site which includes topic areas such as travel, money, family, health, leisure and shopping. The print effort is scheduled to run until the end of November. The campaign will be extended in the new year to include an online component driving people to specific features of the site. Advertising is done by Sharpe Blackmore Saffer EURO RSCG. Public relations for Fifty-Plus is handled by Maverick Public Relations, both of Toronto.