- Excite is extending its TV branding campaign into the Internet, radio and posters, continuing its theme: "If they can, why can't you?".
A radio promotion on Virgin's Drivetime show gives listeners the chance to live as someone else for a day, such as an astronaut, a footballer, a supermodel, a racing driver or a rock star. Developed by marketing consultancy, Branded, the competition's prizes include an astronaut training programme at the NASA Space Academy with simulated space flights.
The radio promotion will be followed by London Underground cross track posters and a trade and consumer print campaign created by creative consultancy, Clinic, which are adaptations of the outdoor poster campaign that complemented the initial TV work.
The last part of the campaign is an online advertising to display the personalisation capabilities of Excite. Users can now choose how their information from Excite is displayed on the front page as well as the colour and layout of the page. An online branding campaign, developed by Razorfish, will go live in May.
Dafna Ciechanover, Excite's Marketing and Business Development Director, said; "Like the TV and print promotions, the rest of the campaign builds on the theme 'If they can, why can't you?' by offering people the chance to do what they have always wanted to do. We want users to know that Excite makes the Internet easy enough for anyone to use."