Returning to the airwaves with a new national advertising campaign, Match.com, the global leader in online dating offering the industry's most advanced and comprehensive science-based matching technologies, invites singles to come and get their love with help from Match.com's new Total Attraction Matchingâ„¢ system. This proprietary system incorporates powerful, scientifically-based personality profiling tools and the first and only physical attraction matching platform.
"We have always been in very close touch with our community's wants and needs in an online dating service, and we've consistently invested in bringing them the best possible product," said Melanie Angermann, vice president of marketing for Match.com. "Total Attraction Matching is not only the result of research and groundbreaking science, but it's also a highly engaging, insightful and interactive process.
"And unlike any other online service, it combines both personality compatibility measures and elements of physical attraction, as research shows it takes both to create that all-important chemistry between two people," Angermann continued. "Our new campaign was the perfect vehicle to introduce Total Attraction Matching and its distinctiveness in the marketplace."
Created by the Dallas-based Launch Agency (www.launchagency.com), the 30- and 60-second television and 30-second network radio spots reflect a focused brand positioning that leverages Match.com's advanced technology, its community of more than 12 million members and almost a decade of experience in the category. Based on the customer-driven insight that there's a special someone for everyone -- it's just a matter of discovering who it is -- Match.com offers singles looking for the right relationship the very best opportunity to find their perfect match. Underscoring this upbeat message of optimism and empowerment are engaging cinematographic portraits of the wide range of potential "special someones" at Match.com, paired with a contemporary recording of the classic "Come and Get Your Love."
"Finding love is one of life's great thrills," said Diane Seimetz, one of three principals at Launch Agency. "Last year alone, Match.com played a pivotal role in that experience for hundreds of thousands of singles who found the relationship they were looking for on the site. That story, and how Match.com is consistently able to deliver that kind of success, needed to be told."
Breaking on June 14, the campaign will run nationally on cable television and network radio. To intersect the busy lives of the single audience, the new creative will air on targeted outlets such as E!, VH1, Bravo and ABC Radio Network, among others. Units will also air in high profile environments such as Joe Schmo 2 on Spike TV, Sex and the City on TBS and Nip/Tuck on FX.
In addition to the media buy, Mullen, Match's media agency of record, has created opportunities to embed content on programs in order to elevate the Match.com brand by making it part of the lexicon in socially relevant environments such as VH1's Best Week Ever and E!'s News Weekend Report.
"It seems everyone knows someone who met on Match.com," Angermann said. "We are excited by the prospect that the new campaign will add even more 'someones' to the success column."
About Match
Operating more than 30 online dating sites, in 18 local languages, spanning six continents, Match.com is the world's leading online dating and personals property, according to the March 2004 global ranking by industry-leading independent measurement firm comScore Media Metrix. Match.com offers the industry's most advanced and comprehensive matching technology -- the exclusive Total Attraction Matchingâ„¢ system -- which incorporates powerful, scientifically-based personality profiling tools and the first and only physical attraction matching platform. Since its launch in 1995, Match.com has been leading the industry in providing a wide array of tools and resources for its 12 million members seeking long-term, committed relationships or marriage. Match.com provides wireless dating (www.matchmobile.com), Online SpeedMatching (www.OnlineSpeedMatching.com) and events opportunities for singles through its sites MatchLive.com and SpeedMatching.com, both operated by its affiliate, MatchLive, L.L.C. Based on resignation survey data the Company calculates that more than 200,000 Match.com members met the person they were seeking on the site in 2003 alone. Match.com is an operating business of IAC/InterActiveCorp (NASDAQ: IACI).
SOURCE: Match.com
CONTACT: Emily Golin of Mullen, +1-978-468-8950, emily.golin@mullen.com,
for Match.com; or Bridgette Cush of Match.com, +1-214-576-9514,
bridgette.cush@match.com
Web site: http://www.launchagency.com/
Web site: http://www.matchmobile.com/
Web site: http://www.onlinespeedmatching.com/
Web site: http://www.match.com/