MyFamily.com Inc., an online resource for
connecting and strengthening families, launched an integrated campaign in
print, television, radio and online that it said will be seen by many as a
departure from the typical dot-com advertising.
The estimated $10 million campaign uses everyday life experiences to tell
families that using MyFamily.com will bring them closer together even though
they may be miles apart.
“MyFamily.com is a place for family members to connect with one another in a
private environment despite geographic separation and time constraints,” said
Jill Braff, vice president of marketing for MyFamily.com.
“Our advertising
campaign shows that while families may be apart physically, technology and
the Internet can actually be a warm, human environment when used to connect
and strengthen families.”
MyFamily.com hired Deutsch LA to help plan and implement the campaign.
“The MyFamily.com campaign is very different from the typical shock-value
dot-com advertising currently running,” said Karen Costello, associate
creative director at Deutsch.
“Our campaign is about knowing yourself and
realizing that technology can actually bring you closer to loved ones.”
Underscoring the campaign’s emphasis on capturing a sense of identity will be
the tagline on the print messages: “MyFamily.com, the story of your life.”
The consumer campaign launched in newspapers including the New York Times,
the Los Angeles Times, the San Francisco Chronicle, the Chicago Tribune, the
Salt Lake Tribune, and the Atlanta Journal Constitution.
MyFamily.com allows family members to communicate and share experiences with
each other through free, private Web sites where families can hold live voice
and text chats, create photo albums, maintain a calendar of family events and
purchase gifts for loved ones.
MyFamily.com Inc. MyFamily.com, Ancestry.com, and FamilyHistory.com, which
can function independently, but also work together.