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gifts.com launches first advertising campaign in an effort to increase customer base
new national advertising campaign puts the spotlight on iac/interactivecorp's first incubated company
LOS ANGELES – October 2006. Gifts.com, the premier online gift resource and operating company of IAC/InterActiveCorp, announces its first major marketing investment since launching in March 2005. On November 5th, Gifts.com will debut its first advertising campaign in an effort to increase awareness and boost traffic to the site during the holiday season.
IAC/InterActiveCorp chairman Barry Diller invested $6-8 million on the campaign that will run on NBC shows including TODAY, Heroes, My Name Is Earl, Law & Order: CI and Law & Order: SVU among many others. The commercials show adults turning to nostalgic pop-culture icons such as the Magic 8 Ball, Zoltar the Fortune Teller and the Psychic Hotline for inspired gift ideas.
"These ads convey the fun and easy functionality of Gifts.com and allows our personality to shine through," said William Lynch, President and CEO of Gifts.com. "With this campaign, among other marketing efforts, we're looking to add three million new online shoppers this winter holiday season."
Each spot speaks to the benefits of shopping at Gifts.com: convenience, speed and selecting the perfect gift based on what the recipient is like versus what they like to do. The campaign includes two 15-second spots designed to run separately or back to back and one 30-second spot. Key dates for the advertising schedule include the Monday after Thanksgiving, a date known as Cyber Monday, and December 11th and 12th; these three days are busiest online shopping days of the holiday season.
Gifts.com awarded the media buying and creative business to Mullen, the agency for other IAC/InterActiveCorp brands including LendingTree, Match.com and Ask.com. The ads were directed by Kevin Smith of Backyard Productions who has produced numerous critically-acclaimed television ads.
In the year and a half since the company launched, Gifts.com has become the most visited gift site on the Internet. Gifts.com is leading the trend of combining editorial content with dedicated merchandising to provide consumers a more educated online shopping experience. This trend is emerging on online retail sites, media sites and shopping aggregators, and represents a paradigm shift in the way companies sell products to consumers on the Internet.
Gifts.com is a premier gift shopping hub, offering consumers a suite of interactive, personalized services that enable them to be better, more organized gift givers. Gifts.com combines editorial sourcing with its proprietary personality-based gift finder to deliver the most relevant and unbiased gift options available, ranging from popular and trendy to unique and unexpected. Gifts.com is an operating business of IAC/InterActiveCorp (NASDAQ: IACI).
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