CAMPAIGN.I: Chrysalis to spend pounds 4m on promoting new lifestyle portal

Ride the Tiger, the music and lifestyle portal being developed at Chrysalis New Media, has appointed a marketing manager and is planning an integrated marketing campaign understood to be worth around pounds 4 million.

Ride the Tiger, the music and lifestyle portal being developed at

Chrysalis New Media, has appointed a marketing manager and is planning

an integrated marketing campaign understood to be worth around pounds 4

million.



The project is still shrouded in secrecy, although the new marketing

manager, Hilary Pickering, previously the marketing director at the

Canadian radio station Q94 FM, hinted: ’Ride the Tiger will offer a

unique music and entertainment option which has never been offered

before - a unique way of personalisation, especially with music.’



Pickering also revealed that Walker Media, Optimedia and MCS are

pitching for the media account for the project, which is expected to

launch near the end of summer.



The design consultants Bostock & Pollitt has been appointed to handle

the project’s brand development - both traditional and online. The

strategic design and communications agency Stocks Austin Sice, whose

clients also include BT and Railtrack, is developing the front end of

the site.



Vignette will be handling content management.



Pickering said of the marketing initiative: ’We’re planning a lot of

real niche marketing stuff.’



Chrysalis New Media lost its managing director, Mary Gopsill, to one of

its investment projects this month. Gopsill left to become managing

director at Citipages, a local information portal planned for launch

within the next few months.