BOSTON Mullen this week launches an integrated marketing campaign for Ancestry.com.
The effort from the Interpublic Group agency in Wenham, Mass., uses TV, radio, print and online outlets to deliver its message: "Meet your ancestors. Learn their stories. Your family history awaits."
One spot shows a World War I-era biplane landing on a contemporary suburban street, a visual metaphor for the melding of generations.
"One of the core messages we capture in all the spots is that magic moment of being able to connect with someone from your distant past and the emotional experience it inspires," said Jim Hagar, creative director at Mullen. "Most people's knowledge of their family history is pretty fuzzy, but when you begin to learn the names of relatives who lived long ago, where they lived, what they did for a living, which war they served in, they become real, bringing your past to life and also giving new meaning to the present."
Mullen added the assignment late last year following a review by the client, which is located in Provo, Utah.
IPG's Deutsch/LA in Marina del Rey, Calif., had worked for the client, but the relationship ended several years ago.
Projected ad spending is $10 million.
With more than 5 billion names and 23,000 searchable databases, Ancestry.com (a unit of the Generations Network) ranks among the leading online sources for family history information. The site receives more than 300 million page views and 7 million unique site visitors each month, per ComScore Networks.
Mullen also works for General Motors, Lendingtree, MassMutual, Orbitz.com, T.J. Maxx and Wachovia, among other clients.