Third Age Media Selects Citron Haligman Bedecarr� as Agency
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Citron Haligman Bedecarré is expected to create national broadcast, print and radio ads aimed at raising awareness and driving traffic to ThirdAge.com. A site redesign is also in the works. The level of expected spending wasn't disclosed.
While the ThirdAge.com site, which targets 40- to 50-year-olds, had a head start on rival MyPrimeTime.com, the newer site was first to begin a major national marketing effort. MyPrimeTime.com kicked off a $10 million advertising campaign toward the end of January. Age Wave IMPACT, which specializes in marketing to older Americans, is handling the account.
ThirdAge.com can also call upon ThirdAge Media's own research resources. The company has conducted proprietary and co-branded research on its target audience for Yahoo!, Merrill Lynch, and Procter & Gamble. MyPrimeTime.com is working with its agency to put together similar studies.