- LineOne, the free online service jointly owned by BT and United News & Media, is ramping up its investment in marketing with the launch of a £3.5 million ad campaign.
The campaign follows the appointment of Mary Turner as marketing director. Turner, who joins from CompuServe, has the task of making LineOne a top 3 UK internet brand by the millennium.
The ad campaign will kick off in September and will run on radio and TV and in the national press. Direct marketing will also be used.
Online activity is being handled by the new media agency Hyperlink, which will work with LineOne to raise online brand awareness and increase both site traffic and the number of registered members.
Turner said: "LineOne's serious investment in marketing is the last piece of the jigsaw. LineOne is already one of the most popular destination addresses in the UK thanks to our outstanding service levels and the fact that we are the largest free Internet content provider in the UK. With the new marketing team in place and this major marketing campaign, we are confident that we will be able to consolidate our position and take LineOne to the top three."
LineOne claims over 350,000 registered members. It provides free email, games, forums, chat and online shopping services.