News International Digital Publishing is rebranding as News
Network, as it looks to move away from an emphasis on its newspaper
products and expand its online offerings.
News Network will launch FiredUp.com this weekend, an online auction
site that offers users the opportunity to bid for entertainment
events.
The Spice Girls will kick off the launch and users will be invited to
bid for the pop group’s memorabilia.
Online viewers will also be able to bid for other events, such as a
Christmas trip to Lapland or a meeting with the pop star, Sting,
scheduled around his Paris concerts.
A series of merchandising partnerships, as well as the opportunity to
bid for goods and services from a range of companies underline these
headline events.
FiredUp.com will sit alongside News Network’s current online ventures,
which include page3.com and bun.com. A news service will be launched
next year.
All the sites fall under the control of Alistair McCleod, the managing
director of the News Network.
Jean-Paul Sanchez, marketing director of News Network, said: ’We see
ourselves in a new space, building on entertainment brands. The major
point of differentiation is the focus on sexy exciting events which are
built on the world of entertainment.’ He added: ’Building relationships
with high street brands is definitely something that we will be looking
at.’
TBWA GGT Simons Palmer was appointed last week (Campaign, 3 December) to
handle the creative task for the entertainment site. Rocket will handle
media strategy, and Carat will be responsible for the off-line media
buying.
