CAMPAIGN-I: Behind the hype - Australian website expands to England. Londontribe adds its views to the busy London sector

Londontribe.com is part of the tribe websites that first went live in Australia early last year. In September this year, the site was launched in Los Angeles, followed by London in late October. The UK site offers a variety of services including shopping, chat rooms, news updates, places to go in the capital and bizarre things to do, such as genital piercing.

Londontribe.com is part of the tribe websites that first went live in Australia early last year. In September this year, the site was launched in Los Angeles, followed by London in late October. The UK site offers a variety of services including shopping, chat rooms, news updates, places to go in the capital and bizarre things to do, such as genital piercing.

Site characteristics The site is very bold in colour, with lots of black and red. There is a varied selection of images for each channel as well as text indicators.

Target demographics The site is aimed towards 16- to 35-year-olds who either live in London or are interested in living in or visiting it.

Principals The three main men are the marketing director, Dan Coxon, the executive producer and head of multimedia, Allen McCaskil, and Ben Willmott, the managing editor.

Backing United Distillers & Vintners and JP Morgan are equity partners and a second round of funding has been secured. The online network also has financial support from offline activities such as interactive CD-Roms, video/theatrical productions and distribution.

Marketing Londontribe launched with a four-week Kiss 100 radio campaign and student activity. Creative work was done by Third Planet. However, January 2001 will see a through-the-line campaign using work that was created in Australia. The media buying agency is Target.

Competitors The site has many competitors, the main ones being Time Out, This is London and Londononline.



THE YEAR AHEAD - Survival in question

Although an attractively designed site with a clear target audience, the competition is so high that the future looks grim for this start-up.



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