Using a mix of television, print, outdoor, and online advertising, the
campaign is designed to expand brand awareness and drive shoppers to the
The off-line strategy builds on an online advertising relationship with
Yahoo! Inc. as well as marketing partnerships, including 30 recently signed
deals with companies including [email protected], priceline.com, MyPoints.com and
Banner advertisements, sweepstakes, opt-in e-mail and special merchandising
offers are all included.
Additionally, NGI said its relationship and prominent placements across
several America Online brands will increase its visibility leading up to the
holiday season. AOL has made a minority investment in the $70 million online
consumer services company.
Anchoring the fourth quarter push is a $14 million off-line brand-specific ad
campaign by Lowe & Partners/SMS. Network and
national cable TV spots are supported by inserts in mass-circulation weekly
magazines, as well as by outdoor billboards, phone kiosks, bus shelters, and
wrapped trucks in seven major markets.
“NGI is committed to growing our brand identity in the marketplace through a
pervasive online and off-line promotional blitz,” said Kerry O’Neill,
president and COO of the company.
“We have expertise in online direct
marketing, merchandising, customer service and fulfillment, and we plan to
take this experience and build momentum and critical mass by imprinting
Netmarket.com and Hagglezone.com in the minds of consumers.”
“The recent explosion of gratuitous dot com advertising has created more
confusion than clarity in the minds of consumers. Therefore, our approach was
to clearly communicate the essence and benefits of each site,” said David
Kessler, executive vice president at Lowe & Partners.