Davies Little Cowley Fiddes to advertise phone dating on TV

A telephone dating company is venturing on to TV for the first time in an effort to shake off the sleazy image that dogs the matchmaking market.

A telephone dating company is venturing on to TV for the first time

in an effort to shake off the sleazy image that dogs the matchmaking

market.



The move, by Canada’s Voice Courier, marketed in the UK as Connections,

follows the appointment of Davies Little Cowley Fiddes to handle the

creative work on its account.



It coincides with a doubling of the company’s UK adspend to pounds 2

million for the coming year. Media buying is handled by Frontline

Media.



It also marks a change from the current arrangement, whereby the company

has produced its creative work in-house since Connections was launched

through Bates Dorland two years ago.



The aim is to bring Britain more closely into line with North America,

where phone dating is more highly developed. Tom Rand, who heads Voice

Courier in the UK, said: ’The British market could be 30 or 40 times its

current size.’



Don Cowley, a Davies Little partner, said: ’About 20 per cent of the UK

population are interested in dating so it’s a potentially very

profitable market. The problem is that people are either nervous or

intimidated by phone dating because it hasn’t been marketed very

well.’



The agency is working on a TV, national press, poster and radio campaign

to break in January. It will attempt to position Connections alongside

the more well-known and successful dating agencies with broad-based

advertising that will appeal both to fun-seeking youngsters and older

people wanting serious relationships.



’This is a perfectly respectable product that can be marketed just like

any other brand,’ Cowley added. ’That means convincing newspapers not to

run the ads alongside the personal columns or TV companies to consign

the commercials to late-night ghetto slots.’



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