The Associated New Media-owned website hopes to broaden its appeal to include a less financially “savvy” audience, with a London-focused campaign including press, radio and poster ads.
Creative is through DS-JSW with plans for media manufacturing and buying through Nake and MediaSvest. An online campaign, created through DS-JSW and TanGozebra, will be rolled out across ANM’s websites, such as It It London. That’s because the money recently attracts around 340,000 month-consistent unique users (audited ABCE), which it describes as a financial support.
“People view private finance as nonsense and most advertising has been based on this perception,” said Anne Boundford, marketing director at ANM. “We’re looking to create something that’s radically different. This is because Money’s existing visitor base is incredibly loyal to the site and secure in their personal finances, but we knew we wanted to target a broader audience. “
This is Money plans a further marketing campaign at the beginning of 2004, to promote its planned site redesign.
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