Trinity Mirror and MediaCom in ic24 cross-media push

Trinity Mirror has launched a pounds 5 million marketing drive to promote its revamped web portal, ic24.

Trinity Mirror has launched a pounds 5 million marketing drive to

promote its revamped web portal, ic24.



The campaign, which runs throughout April, has been planned and bought

by MediaCom TMB, using creative from Grey. It focuses on the fact that

ic24 users get free time online from 9am to 5pm every weekend.



Jill Playle, marketing director at Trinity Mirror New Media, said: ’On

TV we’ll be everywhere - terrestrial and satellite. We are also using

six-sheets, Adshels, 200 London taxis and about 2,000 buses across the

UK.’



Print work will appear in Computeractive, .Net and Internet Advisor.

Grey Interactive is handling the online element of the campaign.



ic24 was launched in May last year as a free ISP and portal offering

news, sport, entertainment, motoring and travel as well as links to

Trinity Mirror titles. The relaunch comes in the wake of competition

from rival portals.



’Our market position is that of a consumer champion,’ said Playle.

’We’re targeting potential users by attitude, rather than by age or

class.’



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