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Lavalife readies new campaigns

Toronto-based Northern Lights Direct Response Television has created two new campaigns for dating service Lavalife. The first campaign consists of a 60- and 30-second commercial in English and French for the company’s telephone dating service. The second initiative consists of a 30-second ad in English and French for an anonymous chat service called Night Exchange. The ads will break across North America this month. “We have entrusted Northern Lights to bring a fresh face to Lavalife’s telephone service and generate a new level of interest from television viewers,” said Stephanie Barrington, vice-president of consumer marketing at Lavalife. “They have a proven ability to increase response rates while simultaneously building brand, which is exactly what we wanted.”

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