Netmarket Group, an offshoot of Cendant, a direct and relationship marketing company, unveiled a $15 million ad campaign to capture new members and build brand identity for two of its online e-commerce entities, Netmarket.com and Hagglezone.com. Using a mix of TV, print, outdoor and online advertising, the campaign aims to drive shoppers to its recently revamped sites. The online strategy builds on an advertising relationship with Yahoo!, as well as marketing partnerships, including deals with Excite@Home, priceline.com, MyPoints.com and ZDNet. Banner ads, prominent placement across several America Online brands, sweepstakes, opt-in e-mail and special merchandising offers are included in the campaign. Lowe
Lintas & Partners Worldwide, New York, handles the offline brand-specific ad campaign, which will include cable TV spots, inserts in mass-circulation weekly magazines and outdoor.
Copyright November 1999, Crain Communications Inc.