Fish4 launches £4m ad drive to promote regional services

Online information service Fish4 is to launch an ad campaign worth £4 million for its network of cars, homes and jobs information sites.

Kicking off on 14 April, the advertisements will run across Channel 4 and Channel 5, as well as digital and satellite channels. They will feature the network's army of fish on a mission to find customers a car, job or home in the local area.

The ads will run for a month, supported by a press push launching a week later. Press ads will run across more than 500 newspapers, including Fish4's shareholders, until 8 June, and will include the regional newspaper web address to drive traffic to the Fish4 network. Shareholders include Newsquest Media Group, Trinity Mirror, Guardian Media Group and Northcliffe Newspapers.

New media accounts for about £120,000 of the overall budget, including ads on digital cable platforms ntl and Telewest, where Fish4 already runs a service. An online ad campaign will run on the cars, home and jobs sections of portals including MSN, Yahoo!, Ask Jeeves and Google. The work, which includes banners, pop-ups and keyword search links, was created in-house.

The latest Fish4 campaign follows a £2.9m integrated marketing push in September. The regional press campaign will promote a personalised service to consumers.

"The jobs, cars and home markets are all good spring markets, and it's important for us to continue to market our brand,

said Jonathan Lines, director of sales and marketing at Fish4.


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