Fidelity launches revamped PowerStreet Web brokerage

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Fidelity Investments, Boston, today launched PowerStreet Online Trading @ fidelity.com, a revamped online stock brokerage, backed by as much as $50 million in ad support. The new service, developed under an alliance with Lycos, offers a suite of financial planning and trading tools through Fidelity's Web site. The launch is getting a campaign from Gotham, New York. The advertising--Gotham's first effort since winning the Fidelity account last spring--will include TV, print, online and outdoor. An ad ran today on the debut of ABC's live Sam Donaldson Webcast (see next item). Teaser ads broke on Saturday, to be followed by a second set of teasers breaking Wednesday that will identify PowerStreet as a Fidelity brand. The campaign's third phase, introducing PowerStreet's features, will break next week, and a full brand effort featuring celebrity spokesmen will begin Oct. 10.

Copyright September 1999, Crain Communications Inc.

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