CondeNet said it plans to spend more than $20 million in the second half of
this year in separate on- and off-line advertising campaigns designed to
bolster branding for each of its core Web sites.
CondeNet operates Epicurious.com, PHYS.com, Swoon.com and Concierge.com, which launches next
Monday. It is the largest such expenditure since the company was founded in
1995.
Agencies involved include Margeotes, Fertitta and
Partners; Robaire and Hogshead; CIA/VSM; Kratz and Jensen; and
Spring O’Brien, the latter two for specialized public relations.
Margeotes, Fertitta and Partners, has been appointed as the agency of record
handling all consumer brand advertising for Epicurious.Com with a $10.4
million budget. The campaign will launch in early fall and will include TV,
print, radio and possibly outdoor and other nontraditional media. Online
advertising will include content sites and major portals.
Robaire and Hogshead is responsible for the PHYS.com and Concierge.com
campaigns budgeted at $8.6 million. CIA/VSM has been chosen as the media
planning and buying partner.
The PHYS effort ($3.5 million) is expected to launch in September/ October in Vogue,
Allure, Glamour, Vanity Fair, Self and Mademoiselle and will run through
December. Cable TV including 15- and 30-second spots will run on the
following networks: Lifetime, USA, VH1, E!, Health and Style. TV advertising
broke the week of July 26. Online advertising will include content sites and
major portals.
The Concierge.com campaign budgeted at $5.1 million will launch in November
with insertions in Architectural Digest, House and Garden, Vanity Fair, The
New Yorker, Gourmet, Bon Appetit and The CondC) Nast Traveler. Top market
radio will break early in September. Online advertising will include content
sites and major portals. Spring O’Brien is handling consumer public relations
for the site.
The $1.25 million campaign for Swoon.com is being handled in house.
CondeNet is an affiliate of Advance Internet Inc., which is a subsidiary of Advance Publications.