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 has an ace up its sleeve, though — its relationship with CBS. Back in June of 1999, ThirdAge Media
traded a 30 percent equity stake for $54 million in advertising and
promotion on CBS properties over seven years.
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.