RealTime IT News Launches Integrated Campaign launched its "Internet Pet Paradise" advertising campaign, designed by the Swirl agency to communicate's pet-centric view of the world.

The campaign celebrates the bond between pets and their people and positions as a "pet-utopia," a place where everything good for pets happens. Spending was not disclosed.

"We are branding our site to appeal to highly involved pet owners," said Roland Jacobs, vice president of marketing at "Creating a `pet paradise' in our advertising ties to the user experience on our Web site and differentiates us from other pet sites." is using television, radio, outdoor billboards and a comprehensive online campaign that includes deals with AOL, Yahoo and several other portals.