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MyFamily breaks into TV in $10 mil campaign

Published on .

MyFamily.com this week rolls its first TV spots as part of a $10 million multimedia campaign from Deutsch, Marina del Rey, Calif. The informative and emotional ads depict family members engaging in activities, such as a nephew playing baseball, and then going online to share those experiences with other family members. Ads promote the site as a tool that brings families together. The tagline is "Now you can connect with your family on your own family Web site." Ancestry.com changed its corporate name in November to MyFamily.-com, its lead site. The company in August raised $33.2 million from investors including CMGI's @Ventures and America Online.

Copyright January 2000, Crain Communications Inc.

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