BOSTON Manasian Inc. has produced a banner campaign for Matchmaker.com designed to increase registration for the online dating service.
"Many people are hesitant to sign up," said Jean Manasian, president of the independent shop in Waltham, Mass. "But if they can search for free and see someone they might be interested in contacting, then registration is usually the next step. Free online searching is a great way to expose new users to the service."
One banner shows a happy couple fly-fishing at a scenic lake, with the headline "Fall hook, line & sinker."
The online effort is budgeted at $1 million and banners will run on sites such as About.com, Burst.com and Fastclick.com. The media buy was handled in-house.
Manasian has worked with Terra Lycos, parent of Matchmaker, for half a decade, dating back to her tenure as evp, managing director at Interpublic Group's Hill, Holliday, Connors, Cosmopulos, former ad agency for the Lycos portal. She formed her own agency earlier this year, and has also recently fashioned brochures and related corporate identity materials for SkillSoft, a provider of e-learning software.
—Adweek staff report