RSS feed Get our RSS feed

News by Topic

BizReport : Internet : April 05, 2007 launches brand campaign

For the first time ever, is launching a branding campaign to focus attention on its depth of news coverage and entertainment channels.

by Helen Leggatt

msnbc%20logo.gifThe campaign launches at a time when’s market position is sliding downwards. Site traffic fell 3 percent in February, 2007, despite overall growth in the news category.,, Yahoo News and AOL News all posted double-figure percentage gains.

As well as print, broadcast, banner ads and even the first-ever branded in-cinema motion sensor game, has introduced elements to engage and entertain online consumers. An RSS-feed driven screen-saver, called NewsStream, will deliver headlines 24 hours a day. Consumers can tailor the feeds to match their interests. “NewsBreaker” is an RSS-based game that allows consumers to interact with the day’s news.

"This campaign is intentionally different and unexpected for a news organization," said Catherine Captain, vice president of marketing, "It's driven by our consumers who say the site offers them the most variety and a more engaging experience. From their perspective only can claim this space, and that's what we're doing with the campaign."

Tags: advertising campaign, branding,

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.