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MyPrimeTime.com Selects Age Wave IMPACT as AOR

Baby boomer-focused site MyPrimeTime.com on Tuesday said it had chosen Age Wave IMPACT, an agency specializing in marketing to older Americans, as its advertising agency of record.

The company also kicked off a $10 million branding campaign, which will consist of a series of national cable, spot local television and radio, and online advertisements. The ads will seek to build MyPrimeTime.com's brand, while at the same time reaching out directly to consumers between the ages of 35 and 54.

MyPrimeTime.com is also calling on Age Wave IMPACT to help it with its Web site development and marketing program strategies. The agency will also conduct research and assist in developing MyPrimeTime.com's approach to consumer communications, as well as site content and navigation.

"By applying our extensive knowledge of the attitudes, purchasing behaviors, lifestyles and various life stages of baby boomers, we will craft a multimedia advertising approach that will capture the imaginations, mindshare, and Internet connections of MyPrimeTime.com's key constituents," says Bill Burkart, Age Wave IMPACT president and chief executive officer.