The campaign includes search engine marketing, search engine optimization and traditional online advertising, which accounts for the majority of the ad budget. It also includes print, broadcast and outdoor advertising.
"This campaign reaches Web users where they are—online,” said Kevin Conroy, executive VP, AOL Media Networks, in a statement.
Carat Fusion is handling the search portion of the campaign; Atmosphere BBDO is handling online creative; and OMD is handling online media. The Martin Agency and Initiative are handling offline media. The budget was not disclosed.