Launches First Print and Online Campaign

Greeting card e-tailer
on Friday kicked off its first print and online advertising campaign, a
year-long effort that begins with Father’s Day and graduation season themes.

Spending for the campaign wasn’t disclosed, but the account was valued at
$20 million when the company signed with TBWA/Chiat/Day in April. Rather than
selling the digital greeting cards that have grown so popular — but are
usually free — sells real paper cards that are mailed to the

The campaign will also feature an online promotion aimed at increasing
membership. The first 50 people each day that register as members of the
site will receive a free greeting card.

The print campaign will break with a full-page spread with a Father’s Day
theme in two issues of People Magazine.

Online components on the campaign will appear in People Daily, People
Magazine’s daily e-mail newsletter, which reaches 30,000 subscribers. In
addition, banner ads, text links, and e-mail marketing efforts will be a
part of the mix. Banners will appear on,, and is also teaming with in a
distribution deal. People visiting the Web site can attach a
“SuperCertificate” — which they can redeem at a number of online and
bricks-and-mortar merchants — to their card, which is mailed out to the

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